SCARE TACTICS

As reveals go, Konami’s Silent Hills announcement was among the most memorable. Brief footage of a new horror title named PT from unknown studio 7780s appeared among footage of Sony’s exclusives, followed by the news that the interactive teaser was available to download from PSN. Hours later, Twitch broadcaster SoapyWarpig found the secret ending: the looping demo was, in fact, our first taste of a new Silent Hill game from Hideo Kojima and film director Guillermo Del Toro. The stunt was a ballsy one, but also a reminder of just how much ammunition Sony has when it can afford to hide such a huge announcement away in a piece of stealth marketing.