It's effective, I'm not arguing that. I'm saying it's not enough on its own for a lot of different types of games. It's a great supplemental form of marketing for a game, I agree with that notion, but as the only means of marketing? It it's particularly effective, because for people outside of the ecosystem (who aren't already subscribed to the service), that type of marketing doesn't give people enough information or time to learn about the game so they have to hinge their bet on the service and go from there.
Its more about curiosity. Ads work, because they want to grab your attention.
Mouth to mouth creates curiosity. People tend to be interested, when other normal people talk about those games, instead of ads that appear on a video or a poster. That type of advertisement is useful, because normal gamers tell their friends, who tell their other friends. Its spreads like a rumor.
There are a lot of people still iffy on game subscription services in the form of GamePass, you'd have a better means of getting them subscribed if you did more eventful marketing for specific games. Look at what they're doing with Starfield right now; they could be doing more there with marketing IMHO, but they're gradually selling more people on the game off the game's own merits and qualities (or what they're promising those will be) and aren't hinging that on the service to sell the game, because that wouldn't do anything for people who are more into the actual content rather than the service delivering the content.
People who are iffy about subscrption, are more likely to have other form of subscription.
Normal people dont care about that. First thing they do, is check the price, and what that service offers. 200m joined netflix, because it provides them alot of movies, without spending alot of money on them.
The people who care about quality, have bad faith. They all look at the price, instead of the quality.
Look at returnal, and ratchet and clank. short games, but high price. People call it quality games. Are those more quality, than Ori games? Its all about visuals and the price to them, and not the experience. So I wouldnt trust those people. Quality comes from experience, and not just from looks or the price.
That WOM social media marketing can be a great supplemental boost, we've seen that in action with Elden Ring. But if Elden Ring had ONLY that as a form of marketing, it wouldn't have done anywhere near the numbers it's ended up doing. I don't think pairing that model of marketing with a service alone really provides a superior method of marketing than that + traditional marketing + gradual build-up of game detail reveals (and gameplay alongside it) leading up to launch, IMHO.
Twitch, youtube, twitter, reddit and other social media can reach bigger audience. You just have to make the service enticing.
gamepass managed to explode thanx to Zenimax purchase, and 2021 E3. Now activision made it big. So alot of people are keen to what gamepass is offering now.
A service like that, would make MOW advertising effective, depends on what gem is on that list.
GOTG is exploding on twitter now, after square put it on gamepass. Before, Square considered a failure in term of sales.