The science of hype

What gets you excited for an upcoming game?

It's gameplay for me. Yes that CG trailer is incredibly beautiful but what does the game actually look like? Ingame footage of anything from combat, characters, the graphics, to even just the menus. That way I can see what I'm in for if I buy that particular game. What good is a fancy trailer if I can't even tell what genre it is?

Familiarity.

I'm much more excited if I know the franchise.