A video was released to reviewers of Sunset Overdrive through an in-game-video-distribution function. Sunset Overdrive is a game that is rated M for "mature" for 17+ and PEGI 16+ due to blood and gore, drug reference, sexual themes, strong language and violence. Cool. No problemo. The video released to reviewers can be seen here: https://www.youtube.com/watch?v=tr_V8Bu7Z-k#t=20
It informs the player about how to interface. Cool. No problemo. The tone seems off though, seems like he's relating information to pre-teens, what with self-defamatory asides with the intended purpose of humour, simplistic language (bouncies) and exaggerated gesturing. Cool. No problemo. Then he puts forward criticisms that could be voiced about the game. I hated the video before this but that was the bale that irreparably ruptured spinal tissue.
The first; don't use the term "Sunset Overhype". By the nature of the video it was made by a marketing team. Voicing criticism of your own work shows fear. "Overhype" is a disgusting word, capitalistic in nature, that the marketing has created unrealistic expectations. The criticism therefore has the implication that the expectations of the game are high yet have been met. The video goes on for another 2 minutes after that in a similarly revolting fashion. "Your opinion is your opinion", being another stomach turning utterance.
That sexual references are noted negatively. That violence has some lenience. But that such insidious marketing, patronising, even if the audience is younger teenagers, the ironic shield. A few reviewers picked up on this: Videogamer and the Guardian. Self-defamatory, self-aware irony can be incredibly powerful if the intention is satire. It can also be an incredibly powerful marketing tool, more damaging than sexual references and violence. A tool that tells us what to think and to not ask why.