CCP put out a new trailer for Eve Online, and it is really good. Warning: this trailer has a lot of swearing.
As befits a sandbox game, the focus is squarely on the players. I really like that they included a middle section with non-fleet activities like transporting goods, industry, and mining.
It's interesting that CCP did not shy away from the strong language and Eve vocabulary. The focus is on the emotions behind the voices, and not really what the voices are saying. There is no real effort to make the video "accessible". I think this was a good call, as it adds to the authenticity of the video.
It's notable that the usually fractious Eve community absolutely adores this video. As well, it seems to be working for CCP, as new character creation in Eve is up significantly.
I also think this trailer taps into a truth: that we play MMOs over other games to play with other people. Lately it feels like the genre has forgotten that, that it is more important to "mediate" between players. That the default is that playing with others will be a bad experience, and all the new dev effort goes into systems to mitigate that bad experience. This trailer takes a bold stance against that line of thought, unabashedly declaring that playing with other people is fun.