Speaking to IGN about the teaser, Fergusson said, "We always thought of it as a tease. People expected a flash of logo and a Marcus poem, and we wanted to overshoot that. Why not do a tease that speaks to the mood and the tone of the game?"
With Gears of War 4, Fergusson explained, "We’re going back to something personal, intimate, dark, and mysterious, being afraid of the boogeyman."
Gears of War was "a Monster game,"
and as the series advanced, by Gears of War 3 "you’ve got a war game. The Locust is an enemy army you know how to defeat, Wretches aren’t scary anymore." So
The Coalition is returning to what made the first game so interesting and original — "that sense of mystery, things going bump in the night," as Fergusson puts it.
Furthermore, "The stories have changed a lot from 10 years ago. Back in the day people expected stories to be black and white, there’s good and bad. Today, people want a lot of grey, a lot moral ambiguity, things that are open to interpretation about what’s right and wrong."
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