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Scarecrow Technology

Definition - What does Scarecrow Technology mean?

Scarecrow technology refers to a technology or product that doesn't live up to the hype that precedes it. This phenomenon often occurs when a new product or technology is introduced to the public, and marketing experts are hired to generate hype around the product launch. Problems arise when the marketers are too good at their job, and the product falls short of consumer expectations.

Techopedia explains Scarecrow Technology

Games can often be classified as scarecrows, especially when they are developed in secret and very little information is given to the public. This leads to speculation and misinterpretations of marketing campaigns. This problem was even greater in the past, when game developers were kept separate from the marketing team. Now, developers themselves tend to market their own products through various expos and conventions as well as provide real demos and trial versions. As a result, people really know what to expect from the beginning. Proper information reduces the chances that a product will become scarecrow technology.

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