Mass Effect: Andromeda’s latest teaser trailer shows the future of marketing is still newsletters

BioWare is leaving behind the passé Milky Way for its next sci-fi role-playing game, but it isn’t leaving behind old marketing tricks.

Publisher Electronic Arts and BioWare have released a new trailer for Mass Effect: Andromeda today, and they have also announced a program to reward fans for embracing their excitement. Mass Effect 4 is coming to PlayStation 4, Xbox One, and PC in March, but you can join the Andromeda Initiative starting today. The Andromeda Initiative is a newsletter that will keep you up-to-date on info related to Mass Effect, but BioWare is also treating it as part of the fiction of the series. Andromeda picks up generations after the events of the original Mass Effect trilogy, and getting players excited for the new characters and places is likely one of the challenges EA and BioWare will have to overcome. The Initiative seems like something that could help with that.