Yeah I know brushing your teeth at night is like a 2 minute low effort chore with enormous payoff but in a much more significant way it’s like being killed with 100 hammers
When I talk about Hollywood interjecting more white centered conservative politics into their films, this is what I'm talking about: Nani denigrating Hawai'ian beliefs and turning Lilo over to the gov't so she can study outside of Hawai'i is colonial anti-indigenous messaging.
Shitposting has become the most socially resonant way to proliferate an idea. So much so that it is years ahead of legacy media, which has become the parser of shitposts for boomers. In that sense, all truths must be funny, and, paradoxically, both real and unreal.
In my lane (games) this means that the only viable passage of message is a succinct silliness. Everything else will dwindle. Post-retail reality is inherently attached to the extremes of internet culture. (I get that this seems like a boomer statement but continue if you want).
Tonally, messaging has become anarchistic, and that’s fine because it lives within the unreality of social resonance. There are a lot of problems with this - especially if you want games to reflect the real world - but ultimately the safe space for the future of video game communication is humour & dissent. The downside to this is that humour is really very difficult, because you can’t pay for it. You can’t pay someone in an LA advertising agency to be funny if they’re not funny. The upside is that funny people are everywhere, for those with the eyes to see etc etc and whatever.
People got mad when I said “hire funny people” because they didn’t understand that news is delivered through the new-nihilistic social media algorithms that mirror Hollywood economics: the cheapest movies to make are horror and comedy. Either disgust people, or make them laugh. These are the two paths for video games communication in 2025, and further, the two ways to resonate with people in their own spaces.
If you are not outrageous, or funny, you will not get the engagement. I would hate this if it weren’t for the fact that both of these rely also on authenticity which is counterweight. I much prefer authenticity - be it horror or comedy - to the paid ‘faking it’ that proliferated communication for the past 10-20 years. We’ve been enduring a major shift for the past few years, and I’m optimistic when I say that there’s a brilliant light for the post-retail world if you’re open to simply being authentic on the internet.