This press blackout soon worked to the company's advantage. Due to their reputation for producing high quality products, along with speculation in the press and amongst gamers, anticipation for each release was high. This was helped along by the full-page advertisements placed in magazines showing the cover art of the game in question, but no shots or description of the game itself. These ads would be run prior to and for several months after the release date. The magazines were not able to preview the games; the review copies, usually sent out just before general release, would be the first opportunity for anyone to see them. Not talking to the press worked for Ultimate and it soon became policy. When a journalist reviewing "Nightshade" for "CRASH" magazine asked Ultimate what the object of the game was, and how large the play area was, they responded with, respectively, "oh, we can't tell you that" and "it's pretty large".