MindsEye: Marketing, Gameplay Trailer, and Scandal

Just a week from now, MindsEye — the title that caught our eye — will finally launch. That means the game is already being actively “sold” to the public. The marketing push even includes spots in IMAX theaters before the new Mission: Impossible film.

A gameplay trailer is, of course, a must-have. It not only showcases the actual gameplay but also unveils a special editor — available exclusively on PC — which will let players create their own missions, races, and more. The developers have also committed to supporting MindsEye post-launch, at least until winter. Still, the centerpiece of the marketing remains the project’s main visionary — Leslie Benzies, former producer of the Grand Theft Auto series and ex-president of Rockstar North. In interviews, he elaborates on the unique aspects of his latest creation. Naturally, comparisons to GTA 6 run through every conversation like a red thread.

I’m not sure it would’ve been smart as a company to say, “we are going to compete with the biggest game on the planet”. I’m not sure that would be the best business decision to make. We went through a bunch of different designs, and to tell our story, this is what we landed on.

But things aren’t all smooth sailing. Just ahead of launch, external content creators began voicing concerns that MindsEye wasn’t ready and should be delayed. Reports surfaced about intense crunch periods at Build a Rocket Boy, aimed at fixing the situation. Later, studio exec Mark Gerhard claimed they were being targeted by a paid smear campaign. While he didn’t name names, it doesn’t take much to suspect Rockstar Games as the alleged source.

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