With all the leaks that make their way around the internet, it's hard to believe that Bethesda managed to navigate around rumors and leaks and kept Fallout 4 a secret until six months before release. The first question that pops into your head is, how did they manage it?
It turns out it was pretty simple, all they did was tell as many little people as possible. Bethesda's VP of PR and marketing, Pete Hines, boiled it down to one thing… "Hope," said Hines to PC Power Play. "There’s no special… you tell as few people as possible and you hope nobody says anything. There’s no magic formula to avoiding anything."
As for why they waited to tell people about the game so close to release, it was a mix of reasons; Hines is a fan of immediacy and the gaming world is inundated with information on tons of games. "I’m a big fan of immediacy and trying to shorten it and you don’t have to wait long," explained Hines. "It’s coming, because there’s so much stuff going on out there now that people are paying attention to between indie stuff and things on Kickstarter and Early Access, and here’s all these games coming…There’s so much noise that to break through that does take a lot of effort."
There you have it, they told as few people as possible and had faith in them.
