In The Division 2, Google interest is frighteningly low just before the release. The big hype has yet to materialize.
This is why there’s a lack of big hype: The Google Trends page provides a good overview of how interest in certain search terms has developed over time on Google.
For example, if you enter “The Division”, the page spits out a graph showing the search volume around The Division (in Germany over a specified period).
This is what it means: The higher the spike in the line, the more people searched for information about The Division (1 and 2).
If the search volume is already high before a release, one can speak of a “hype”. Because then, tons of people are googling the game to find out: “When does it start?”, “What can I expect in the game?” or “Are there tips for the start?” They inform themselves about the editions or look for news.
In the upper representation, you see that The Division 1 was able to generate this hype in March 2016. The highest spike (100 points) was in the release week; however, there was already solid search interest of around 30 points in the weeks prior. People were interested in this new game.
On the right, you see the current search volume for The Division 2 – and at a glance, it’s clear: the line barely spikes upwards. It sits at a low 8 to 9 points, with a small peak reached at the private beta start.
This should be interpreted as follows: This means that the Google interest in The Division 2 is significantly lower than that of The Division 1 at the same time prior to its release.
The mass hype has yet to materialize. Ubisoft and Massive have not succeeded in building significant hype around The Division 2, leading to a lack of players eagerly awaiting the release and longing for every new piece of information.
What reasons can be cited?
These are some reasons:
- The Division 2 is not a new brand. Players who have played The Division 1 may see no reason to play the second part. They think they already know the brand and have seen enough.
- Anthem, on the other hand – or also Apex Legends – sprang fresh from the ground and sparked the interest of many. Everyone wanted to know what kind of games those were.
- The Division 1 had a plethora of issues at launch: exploits, glitches, cheaters, balance problems. In 2016, many players were already disappointed and turned away from the game after just a few weeks. They do not trust The Division developers again.
- The Division 2 failed to clearly reposition itself and provide new reasons to buy for those who turned away from The Division 1.
However, this lack of pre-release hype does not mean that The Division 2 will automatically be forgotten shortly after launch. If the game convinces directly at release, delights players, and keeps them motivated for a long time, good word-of-mouth will spread like wildfire among the player base.
We can only hope that The Division 2 receives good “word-of-mouth” recommendations.
The Division 2 has its worldwide release on March 15, 2019, for PS4, Xbox One, and PC. Those who own a special edition can start on March 12. All info about the launch – server start, time, day-one patch – is available here.
