Kojima’s New Trailer: 5 Surprising Flaws in AAA Game Marketing

Hideo Kojima, the legendary mind behind Metal Gear Solid and Death Stranding, is known for his cinematic flair and cryptic marketing. But with Death Stranding 2: On The Beach, Kojima is turning a new page-one that favors emotional clarity over clever misdirection.

In past projects, Kojima famously misled fans with trailers that concealed key plot points. Metal Gear Solid 2 is a prime example, where players are expected to control Solid Snake, but are instead introduced to Raiden. While this tactic generated buzz, it also left some fans feeling duped. Now, Kojima says he’s done with that approach.

For Death Stranding 2, he’s embracing a more transparent philosophy. Rather than hiding the truth, he wants players to feel emotionally prepared for what’s coming-even if they know the ending is near. Kojima said

“I want the audience to sense the conclusion and still feel the weight of it.”

This shift reflects a deeper trust in his audience and a desire to create stories that resonate long after the credits roll.

Critiquing the Industry: Oversaturation and Lack of Depth

Kojima’s reflection goes beyond his own work. He’s openly critical of the current state of game development and marketing. At Summer Games Fest, he noted a troubling trend: too many games rely on generic themes like aliens or medieval monsters, lacking originality and emotional depth. “It’s all starting to look the same,” he remarked, pointing to a creative stagnation in AAA titles.

He also criticized the bloated size of modern development teams, which he believes can dilute creative vision. In particular, Kojima called out the military games for being developed by people with little real-world experience in the subject matter, as he said:

This disconnect leads to shallow storytelling and missed opportunities for meaningful engagement.

Kojima’s concerns extend to the broader media landscape. He referenced how even movie posters now spoil major plot points- like the Captain America: Brave New World poster revealing a character’s fate. In response, he’s adopting a “drip-feed” strategy: releasing small, context-free spoilers that build intrigue without ruining emotional payoff.

Death Standing 2: On the Beach is now available on PS5, and it’s more than just a sequel, as it’s a statement to all industries on how to engage with an audience through trailers, original story plots that can create a new wave of entertainment. I’ve read a lot of books and consumed a lot of media to where I can pinpoint a story and where it’s going to go, to the point where it can become predictable, and so I can’t fully enjoy the media that I’m engaging with.

Kojima is challenging the industry to rethink how these stories are told, how trailers are being crafted, and how audiences are respected. By prioritizing emotional resonance over shock value, Kojima is setting a new standard for narrative-driven games.

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