Promises and expectations which I identified a while ago as key to enjoyment of a game are also associated with hypnosis.

It's said that it's not possible to hypnotise someone without their consent.

I don't think that's wholly true, it might actually be easier to hypnotise someone if they believe they're just playing a game.

Similarly if someone doesn't want to enjoy an experience, they probably won't.

This is commonly modelled as cognitive (finding excuses to criticise small details) but it could involve subconscious self-suggestion.

So marketing hype can alter subjective experience in the moment too, not just the narratives players tell themselves in reflection.