You are the marketing manager for a company that creates video games. A big competitor has just released an action game that appeals to kids who own your best-selling game. Your competitor’s release is a better game because it takes advantage of features available in a hot new video game box. Your firm’s updated release won’t be available for at least 4 months. One of your game developers suggests that you pre-announce your game will be ready in 2 months which is about as long as gamers are likely to wait.

Should you announce that your new version is coming or just wait until you know more?

If a reporter for a popular gaming magazine calls and asks for a statement about when your firm’s release will be on the market, should you say two months, four months, or “we don’t know yet”?

If your product is pre-announced but then not ready by that date, what should your firm communicate to customers? Explain your thinking.