I'm surprised no one has mentioned this point, so I'll do it.
Some games might not necessarily 'demo' well, with 'Deus Ex' being a prime example. Big Open World RPG's require a lot of investment in terms of time, you often need to play these games for a while before they 'hook you'. It took me a while to get into 'Fallout 3', 'Mass Effect' and 'Deus Ex' because those games are about being a 'character in a world'. Once I got past the mediocre gameplay of these games and discovered the cool world's that the games offered, I understood what made these games tick and begun to enjoy myself.
You can only really sell people in terms of 'gameplay' for a demo, because they are short by nature. You can't develop a connection to the story or characters in the short time span of a demo. The player will only judge these games based on gameplay, which is sadly the most weak element of these RPG games.
If Square Enix released a demo of 'Deus Ex', they'd be shooting themselves in the foot. 'Deus Ex' isn't fun to play without the context of the world and universe.
I recall during a 'Bombcast' that the crew got a 'demo build' of Deus Ex in the office, however when they played it they never enjoyed it, calling it out on it's average gameplay. But when Jeff got the 'final build' in the office and played that, he enjoyed it a lot more. Probably because he had the context of the story driving him through the experience.
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