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No Man's Sky PR strategy 'wasn't great,' says PlayStation head Yoshida

Sony Interactive Entertainment Worldwide Studios president Shuhei Yoshida says he understands why players might be frustrated with Hello Game's procedurally generated space explorer, No Man's Sky.

Chris Kerr, News Editor

September 16, 2016

1 Min Read

Sony Worldwide Studios president Shuhei Yoshida says he understands why players might be frustrated with Hello Games' procedurally generated space explorer, No Man's Sky

The much-hyped game polarized fans upon launch, with some suggesting it was missing mechanics and features that had been promoted by studio founder Sean Murray. 

Speaking to Eurogamer, Yoshida says Hello Games' lack of a clear PR strategy was a problem, adding that Murray made life difficult for himself by waxing lyrical about the game's proposed features for the better part of three years.

"I understand some of the criticisms especially Sean Murray is getting, because he sounded like he was promising more features in the game from day one," said Yoshida. 

"It wasn't a great PR strategy, because he didn't have a PR person helping him, and in the end he is an indie developer," Yoshida said. The team behind No Man's Sky is relatively tiny, with the marketing resources you'd expect for a tiny team. "But he says their plan is to continue to develop No Man's Sky features and such, and I'm looking forward to continuing to play the game."

Yoshida stressed that he personally enjoyed No Man's Sky, but added he "could appreciate why others might not feel the same way."

About the Author(s)

Chris Kerr

News Editor, GameDeveloper.com

Game Developer news editor Chris Kerr is an award-winning journalist and reporter with over a decade of experience in the game industry. His byline has appeared in notable print and digital publications including Edge, Stuff, Wireframe, International Business Times, and PocketGamer.biz. Throughout his career, Chris has covered major industry events including GDC, PAX Australia, Gamescom, Paris Games Week, and Develop Brighton. He has featured on the judging panel at The Develop Star Awards on multiple occasions and appeared on BBC Radio 5 Live to discuss breaking news.

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