Hello Games founder Sean Murray has explained that plans for a bigger showcase of upcoming survival game Light No Fire were scaled back, revealing the reasoning behind the studio's more measured approach to promoting its next title. The decision reflects lessons learned from the studio's past experiences with hype and expectations management, particularly following the troubled launch of No Man's Sky, where an ambitious pre-release build-up led to a backlash when the finished game initially fell short of promises.

Murray indicated that a more cautious, incremental reveal strategy was chosen instead of one large showcase, allowing the studio to manage player expectations more carefully as details about Light No Fire gradually emerge. This approach marks a deliberate shift in how Hello Games communicates with its audience ahead of launch, prioritising steady transparency over a single high-impact marketing moment.