Marvel’s Wolverine Has the Perfect Excuse to Market Itself Sparingly

Marvel has been at the top of the comics space for decades, and in the mid-2000s it asserted itself as a company known for fun films. But after the success of the MCU, the name has become more commonplace in games than it has ever been before. Its popularity in the medium skyrocketed with 2018’s Marvel’s Spider-Man, and has gone from heavy hitter to heavy hitter. The most anticipated title to come is one of Insomniac’s next projects, Marvel’s Wolverine.

Marvel’s Wolverine‘s titular mutant is a character that has to be handled with care. He’s a personality that’s become one of the most popular in all fiction, and following Hugh Jackman’s iconic portrayal will be tough to manage. Yet, Insomniac could gain an unlikely advantage thanks to something that, just a few months ago, was one of the company’s darkest days. A lot of information about Wolverine was revealed far sooner than it should have been as part of a ransomware hack. On the bright side, though, now that some secrets are out, Insomniac will hopefully have the freedom to keep quiet with no additional pressure to come out of the gate swinging with its promotional material.

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Why Insomniac’s Spider-Man and Wolverine Universe Could Inevitably Feel Underwhelming

Insomniac may need to stretch further if it hopes to establish its own worthwhile Marvel universe, as the current roster could feel a bit shallow.

Wolverine is a Mutant of Few Words and Needs No Introduction

When Insomniac announced it was working on a game focused on Wolverine, it was cause for a lot of excitement. The studio cut its teeth in the Marvel space with superb Spider-Man games and in doing so it became one of the most beloved developers in gaming. With that lofty reputation comes a level of comfort among players that the company has the talent to pull off a Wolverine game regardless of how it may manifest.

Because of this, it doesn’t need to prove its worth before it is released. People will already have an invested interest in the project because of the character at the center and the studio making it, so when it comes to marketing, less could be more. A simple story trailer for Marvel’s Wolverine followed by a short gameplay demonstration to give gamers a more in-depth understanding of how it will keep them entertained is enough. Logan has always been one to let his actions speak louder than his words, and Insomniac adopting a similar philosophy may be the best course of action.

The Insomniac Hack Should Relieve a Bit of Pressure on Wolverine

It’s no secret that the recent leak of Insomniac’s future plans included a lot of sensitive information and big, unannounced projects. It’s not the way that the developer would have wanted its projects to be revealed, and for fans it rather spoiled the surprise, but in the case of the X-Men’s Wolverine the now-public information could alleviate any further pressure somewhat.

If anything, this hack should mean that Insomniac isn’t nudged for any details until it deems itself ready to divulge them and those wishes should be respected. Marvel’s Spider-Man 2 barely had any marketing until its gameplay reveal aired, either, and now such a strategy would not be surprising or unexpected for Marvel’s Wolverine​​​​​​.

The release date of Marvel’s Wolverine is not confirmed, but a 2025 or 2026 window appears likely. With the last few months shaking out as they have, the ball is now completely in Insomniac’s court. It can either push promotional material harder than ever or employ silence to its advantage, using the time productively to make Wolverine’s long-awaited return to gaming truly memorable.