Shenmue Fans Rented a Times Square Billboard to Campaign for Shenmue 4
Shenmue fans are so desperate for another game in the long-running action adventure series they bought an advertisement in New York’s famous Times Square to campaign for Shenmue 4.
Fan website Shenmue Dojo launched a campaign on June 4, 2024 to “support the continuation of the series and attempt to spread global awareness to find [developer] Ys Net a potential partner for Shenmue 4.” Part of this campaign involved renting a 15-second advertisement on Times Square, which can be seen below, that displayed a handful of characters from the series alongside “#LetsGetShenmue4.”
“Shenmue fans do some insane things to try and get recognised,” an X/Twitter post from Shenmue Dragons said. “Are you watching Sega?” While a 15-second advertisement at Times Square can cost as little as $40, a fanbase paying to promote a series over its developer or publisher is still an unusual move.
Broadcast live during our #Shenmue Day stream, #LetsGetShenmue4 hit the streets of New York with a full on 15 second advertisement on Times Square! 🏙️
Shenmue fans do some insane things to try and get recognised…are you watching @SEGA @SEGA_OFFICIAL?👀 pic.twitter.com/gzfLzQWZb9
— Shenmue Dojo 🐉 (@Shenmue_Dojo) June 4, 2024
The effort paid off too, as Shenmue was trending on X/Twitter around the advertisement and campaign. “Thank you to everyone that helped to show their support with the timed mass tweets/posts today,” Shenmue Dojo wrote. “It was very much appreciated and proves that together, as a collective, we can spread the awareness that we are not going to sit back without a fight. We will continue to strive until Shenmue 4 is a reality.”
The campaign began after series creator Yu Suzuki told Shenmue Dojo he’d potentially make Shenmue 4 if he found a publishing partner to fund it.
Shenmue follows a teenage martial artist called Ryo Haz as he hunts his father’s killer in 1980s Japan and China. Shenmue 1 and 2 were released in 1999 and 2001 respectively but the franchise then went quiet for almost two decades before Shenmue 3 arrived in 2019, partly funded by a Kickstarter campaign.
Suzuki told IGN in 2023 that he wants to create another entry but, following the poor critical reception of the third game, would look to make it more accessible to new fans.
“I want Shenmue 4 to be enjoyable for newcomers,” he said at the time. “To make that possible, the most important thing is to make it enjoyable without knowing previous events in the story.
“I don’t think that a new player wants to know 100% of the story. 20% or 30% could be enough. In Shenmue 3, we implemented a digest movie that teaches the player the main events of the previous games, but for Shenmue 4 I want to integrate that part into the main game. It would be great if the player could naturally learn about previous events just by playing the game. For example, rather than watching a separate movie, having playable flashbacks could be a way to do it.”
“I want Shenmue 4 to be enjoyable for newcomers.
Suzuki also said he’d thought about making a prequel instead of a sequel, but didn’t indicate anything was being actively worked on. He has other projects in the works too.
In our 5/10 review of the last game, IGN said: “Rejoining Ryo Hazuki’s quest to avenge his father is exciting, but Shenmue 3 feels like a game that has ignored the innovation and progress of the last 20 years of video game development.”
Ryan Dinsdale is an IGN freelance reporter. He’ll talk about The Witcher all day.
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