Epic’s Cliffy B Talks About The Proper Time To Announce A Big Game on MTV Multiplayer is a Q&A with the Epic designer about game promotion (thanks BeyondUnreal), and the best way to unveil a blockbuster project: "The thing is, if you’re a developer and you’re making a new video game — whatever that game is, I’m not talking about any sequels or anything right now — you want to control the timing of when the official word goes out. Because it’s a carefully orchestrated hype plan building towards a momentous release, which is an event now. If you’re not making your video game release an event, then you might as well give up on the whole thing."