Ad watchdog looking at No Man's Sky

UK's ASA investigating complaints about Steam screenshots and video of Hello Games' latest

The marketing of No Man's Sky continues to be an issue. Eurogamer has confirmed with the Advertising Standards Authority that the UK ad watchdog is investigating the marketing of the Hello Games space exploration title, specifically its Steam store page.

While the ASA wouldn't provide more details of its ongoing investigation other than to say it received a number of complaints about the game, one purported complainant posted about the ASA's response on Reddit. It appears that the ASA is looking into a number of representations in the screens and videos on No Man's Sky's Steam page. For example, the videos show ship and animal behaviors that don't appear to be included in the actual game, while screenshots may misrepresent the type of structures found in the game and the size of creatures found on planets.

Should the ASA find the No Man's Sky advertising to be misleading, it can compel Steam and Hello Games to remove the offending materials both from the Steam page as well as any other marketing of the game. The Reddit user who posted about the ASA's response, AzzerUK, told Eurogamer he was more interested in bringing games marketing in general back down to earth moreso than seeking retribution against No Man's Sky or Hello Games specifically.

"I figured that if we want Steam store pages for games to start falling in-line and stop misleading consumers, then it would take consumers to point these problems out to the ASA, rather than all sit around on Reddit complaining to each other but assuming that it'll all get sorted by itself eventually," he told the site.

Steam says its user reviews for No Man's Sky have been "mostly negative," with 35% of reviewing users giving the game a thumbs up. Recent reviews have been summarized as "overwhelmingly negative," with just 11% of more than 13,000 user reviews in the last 30 days being positive.

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Latest comments (5)

Paul Jace Merchandiser 4 years ago
Every week it seems as if more and more people have been dissatisfied with their No Man's Sky play experience. I thought it was an over-exaggeration until I read earlier this month that PC retailers, Steam and surprisingly Sony were all offering refunds to people that bought the game. I asked a work acquaintance who played the PS4 version if he thought it was that bad of a game and he said he thought it would have done better as a budget title that launched below the full $60 retail price because then people's expectations might not have been as high. But I think price only plays a part in that.

Edited 1 times. Last edit by Paul Jace on 30th September 2016 12:08am

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The fatal flaw in the game IMHO, is the "sameness" that the game design required. Why have a gazillion planets if they are all going to be alike? I think the potential for a wonderful game is there, they just blew it trying to shove some gameplay elements in.

Hell the whole game I felt like I was out trying to take a nice family drive only to have the family nag me the whole time ruining the experience. The constant nagging about haz suit low, and this low and that low, it was just a constant game of farming elements to stop the nagging. Instead the game could of done away with all of that, and just made the game about exploration. Make the planets totally different so you never knew what you might find on each. Instead we got every planet with the same set up , of some elements , of some stations blah blah blah..

One or two game design meetings doomed this game, and it could of been great.
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Jordan Lund Columnist 4 years ago
@Todd - Yes it was the same, but I still had a great amount of fun upgrading the suit, upgrading the ship, etc...

Right up until the end game. When you complete the Atlas missions you get a screen essentially saying "Congratulations, you created a star." You don't actually get to see the star, or visit it or explore it. All you get is a simple notification, much like a text message.

The blatant mis-advertising centers (ha!) around what's at the center of the galaxy. Sean Murray promised "something amazing" at the center and instead there was nothing. Just a re-set of the game.
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Show all comments (5)
Anthony Gowland Director, Ant Workshop4 years ago
Cheers for the spoilers, I guess.
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Jeff Kleist Writer, Marketing, Licensing 4 years ago

Exactly what I was saying over a year ago. Any game that is touting procedural generation of a zillion locations as a main feature has very little substance to it. Diablo is about the only one I can think of that's done it successfully, and that's mostly just stirring things, not cooking a new batch of cookies.

Of course, I was shouted down (not here) telling me how wrong I was.

Guess it's a good thing Star Citizen seems to have much of what was promised or at least heavily implied for NMS.
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