If you want to play the next Need for Speed, the one revealed not too long ago, you’ll need a persistent Internet connection in order to do so.

Sigh.

I feel like PR Training 101 should offer an entire week of lectures dedicated to nothing but connection requirements. Some games have them, some games don’t. However, nothing kills hype for a product quite like telling its potential consumers that they must be online at all times in order to play. The training course would tell its pupils something like, “Just don’t talk about it until the developers say they’re ready.”

Here’s how the official Need for Speed Twitter account fielded a question about connection requirements.

The replies, as you can imagine, aren’t so pretty.

I want to be clear: I’m not knocking Need for Speed for being always online. At least, not yet. I haven’t seen what that actually means for the game, so it’s hard to decided whether or not it’s a good or bad design decision.

I am, however, knocking the PR team for talking about it so soon. Constant connections as a requirement when touted as a “feature” just isn’t a good idea. At least not this early in a PR campaign. The game was only just revealed, and this negative news surrounds it already.

We’ll have more on Need for Speed, and whatever benefits its connection requirements may bring. as we have the word. We’ll be seeing the game at E3 in a few weeks, so stay tuned for that.