One of the more well-spread Hungarian PC game magazines is really getting to my nerves (good thing I'm not reading them anymore /I think they're a bunch of self-righteous fools nowadays/, only their website, and even that, only occasionally). They have a news post from last Thursday stating that the mag wouldn't be released that day, due to a world premiere of which theey can't say anything until the magazine is out. They say it is THE SINGLE most awaited game, that it is such a great title that everyone will think it was well worth the wait, and that they'd really like to tell us what it will be, but they can't yet, blah blah...
I say: meh. I think whatever it will be, I'd be disappointed if I really cared about it.
My take on hype is that if it's successful in raising interest towards a game/product (in this case, the magazine), it'll disappoint the consumers, as hype (almost) always makes the product be seen in a better light than it is. If it doesn't do so, it hasn't accomplished what it was meant to do.
Of course, hyping always generates a nice buzz for the vendor, but what about the disappointed consumers?
Sooo... what's your take on it?

It makes publishers more money.

Most consumers are sheep and don't use their brainpower when they go to purchase something. Most don't stop and think:
- is this really something I need?
- is this really something I want?
- is this really going to turn out to be what I think it is?
- is this product really worth the asking price?
Seldom do the majority actually research a potential buy so they get a decent idea of what they're buying. As such, hype works wonders, since it's in-your-face and leads the non-discerning buyer into thinking they're getting the next great thing.

Eh, Coelocanth, you may be right... Maybe I was overestimating the average consumer, thinking he/she would notice he/she was let down by the vendor.
It's a sad truth...

wow. now i really want to know what that game is.

I guess it depends on how it's done. Some products live up to the hype, some don't and the hype it's obvious for all to see. Some go into overhype and kill the product before it's out, raising the expectations too high, while some do it in a more subtle manner, using hints or such to leave people guessing and then it's the audience doing all the guesswork and hyping it up. If the product delivers and beats people's imaginations, then it was well done. If it's just a new coat of paint, there's disappointment for everyone.
I think your magazine is overdoing it. Every single reader has to wait for this hyped up product and not every single reader has the same taste in games. So if it ends up being some RTS, the RPGers and such will feel cheated. There's just no pleasing everyone.

The world today revolves around money, more so than a decade ago. I remember back in the 90s, Computer Gaming World advertisements were more humble. The main attraction on it back then wasn't "OMG WORLD EXCLUSIVE REVIEW!" it was more of cool editorials and articles worth reading
Screw hype. Screw today's gaming world.

My personal definition of hype is:
A mix of PR BS, trailers and screenshots used to fool people, so they will buy new game. Usually they contain phrases like "best <insert genre> ever", "most epic story (whick seems like it was written by a 10-years old child anyways)", or "new, revolutionary <insert feature>".
In other words: it is utter BS.

Thanks all for sharing your ideas! (And, captfitz, I'll be sure to post here what that game is ;-))
@lowyhong
That's what I've noticed, too: some advertising is outright too agressive nowadays.
@klyamen
And it's sad one can sell a game very well with such transparent BS.
In my opinion, these are the words of truth, revealing where ALL hype falls short. I think that, given from its nature, hype wants to get the attention of EVERYONE who comes into contact with it (okay, maybe there are some cases when one can decide if they are interested or not), but many people may not like the product when it's out, and then they may feel cheated.

As far as I'm concerned, hype is one of the worst things to happen to any entertainment industry.

Hype - where you cannot underestimate the intelligence of mankind nor overestimate the power of its stupidity..
stealth edit....

Didn't you mean it the other way around ;-)?
(I like it, though!)

Nope. You can't give Man too much credit nor let your guard down when invoking the " power of stupid people in large groups"..

Hmmm. I think "you cannot overestimate" means it's so large that no matter what you guess, it won't be over the actual value. And "you cannot underestimate" means it's so little you can say any low value, it'll still be over the actual value.
Is it not so?

Hmmm
"Hype - where you cannot underestimate the intelligence of mankind nor overestimate the power of its stupidity."
Hmmm... is that better?? Was trying to make a witty remark and I failed.
/goes back to reading Oscar Wilde...