Developer Naughty Dog says Uncharted 2: Among Thieves posed marketing challenges. Naughty Dog creative director Amy Hennig made the comments about the now well-received PS3 title in an interview with Industry Gamers.
Uncharted 2 has become a big critical success, and with all signs pointing to a commercial bestseller for Sony. Hennig says marketing the title posed issues from the lack of an iconic character and no clear game hook. She describes game protagonist Nathan Drake as someone in jeans and a t-shirt going up against space marines and game icons such as Kratos from God of War. On game messaging, Hennig cites concerns from the first game as feeding the notion that there was no clear hook as to why Uncharted 2 represents a blockbuster caliber game. She credits word-of-mouth as helping propel buzz and elevate the game, calling success based on fan evangelism more rewarding than selling units on a multi-million dollar marketing budget.
