“They went out of their way to avoid us.” Even Hideo Kojima couldn’t escape rejection when promoting his latest game. Kojima Productions handed out packs of tissues across Tokyo to advertise Death Stranding 2, but barely anyone wanted to take them.

Hideo Kojima already has multiple ambitious projects in the works, but that didn’t stop him from reflecting on the strange journey of Death Stranding 2 — from development and promotion to its final release. During one such reflection, the Metal Gear creator revealed an unusual marketing experiment designed to connect directly with players.

In an interview with the Japanese magazine An-An (via Automaton), Kojima explained that his team at Kojima Productions decided to distribute tissue packs across three major districts in Tokyo — Ikebukuro, Akihabara, and Shinagawa — to promote the game. Each pack included a QR code leading to a teaser on YouTube. Yet, as Kojima admitted, “the campaign was an absolute failure during its first hours.”

Despite being an outdated approach in today’s digital marketing world, Kojima defended the idea’s symbolism. “Death Stranding is a game about connections. That’s why I wanted to explore the simple act of handing something to someone. Receiving an object directly from a stranger captures the essence of human connection the game represents.”

However, the results were awkward at best: “After half an hour of distributing them, almost no one accepted one. Even when I offered them directly, people refused. They wouldn’t look at me — some even went out of their way to avoid us, as if we were dangerous.” Kojima then posted on X (formerly Twitter) to announce that Kojima Productions was handing out Death Stranding 2 tissues in Tokyo — and the reaction was immediate. “It was an analog gesture that went against the digital trend, but by merging both, we created a stronger bond.”

Kojima Is Already Moving On to His Next Major Projects

Following Death Stranding 2, Kojima has turned his attention to new creative frontiers. His studio recently revealed the haunting trailer for OD, which will unfold episodically. According to Kojima, his goal is nothing less than to “be the first developer to scan a ghost.” He’s also collaborating with Sony on Physint and developing a mysterious augmented reality experience described as “a true Death Stranding in the real world.” More details are expected in the coming months.

Source: 3djuegos