Hype in the game design industry is a formidable force, spurred on by good publicity, sensationalized trailers, and overall fan interest. Google defines Hype as “extravagant or intensive publicity or promotion”. Which tells us what hype is, but doesn't explain its essential effect in driving game publication and sales. The ‘Hype Formula’ is a unique blend of marketing, media publicity, and fan response, via forum or websites. All of these variables blend together around a game to produce excitement and anticipation, and excitement sells.