Some Video Games Fail
I was somewhat surprised to learn this week that the action role-playing video game Magic: Legends was to be closed. Not so much by the actual decision itself but at the speed at which it has been made. Technically the game has not left beta testing and will now never be formally launched. The servers will remain accessible until October 31st 2021 and players who have spent money on microtransactions via the Epic Store or Arc will be refunded. Developer’s Cryptic and publishers Perfect World Entertainment have naturally not given any specific details regarding the reasons behind the games closure. The accompanying press release is suitably vague. “We learned several valuable lessons along the way, and we will use them to improve Cryptic’s future development efforts”.
I was somewhat surprised to learn this week that the action role-playing video game Magic: Legends was to be closed. Not so much by the actual decision itself but at the speed at which it has been made. Technically the game has not left beta testing and will now never be formally launched. The servers will remain accessible until October 31st 2021 and players who have spent money on microtransactions via the Epic Store or Arc will be refunded. Developer’s Cryptic and publishers Perfect World Entertainment have naturally not given any specific details regarding the reasons behind the games closure. The accompanying press release is suitably vague. “We learned several valuable lessons along the way, and we will use them to improve Cryptic’s future development efforts”.
Magic: Legends went through several design changes during its development. It was originally conceived as a free-to-play, next generation, action MMORPG. However this was later downgraded to multiplayer action RPG. The version released for beta testing in March was unpolished and uninspired (according to player feedback) and then courted further controversy by having a somewhat egregious business model with an excess of store benefits. Despite being part of a much beloved franchise, the game just seemed to miss the mark and was seen as just another indifferent ARPG in an already saturated market. The entire situation put me in mind of Turbine’s Infinite Crisis. This was a game based upon an established intellectual property (DC universe) that was similarly closed after a lacklustre reception back in 2015, despite the resources that had been spent upon it.
Naturally, it is the human cost of this situation that is the saddest part of the story. The demise of Magic: Legends has consequently resulted in staff layoffs. In wider terms, this is a timely reminder that video games are consumer products, designed to make money. Obviously the powers that be (in this case PWE) looked at the development costs of Magic: Legends (including what it would take to improve the game) and then offset that against any projected revenue they thought they could make. They subsequently decided to cut their losses and move on to the next project. It’s not as if every aspect of the game’s development is a write off. Assets and code can be reused elsewhere. This was a business decision, pure and simple. Magic: Legends will now join Crucible and Anthem on the list of major video games that have failed. Because failure is an intrinsic part of business.
Soft Launches
I thought Magic Legends was being beta tested when it appeared on my Arc launcher along with PWE’s other games. Silly me. Apparently, I was mistaken and Magic Legends is being soft launched. Because the game is selling stuff already. To date we have an unoptimized game suffering major performance issues and lag, with the added bonus of an egregious monetisation. People aren’t happy. There are all the technical issues associated with beta testing along with the early introduction of a predatory business model. Bravo. The idea of a soft launch is to maintain a relatively low profile, compared to a traditional hard “the game is totally ready” launch. That way you can tinker with your game client in a reactive fashion and introduce new features, ensuring that you keep your current customers onboard. However, if you do it wrong, you can piss off not only your existing customer base but cause a stink that prejudices future punters.
I thought Magic Legends was being beta tested when it appeared on my Arc launcher along with PWE’s other games. Silly me. Apparently, I was mistaken and Magic Legends is being soft launched. Because the game is selling stuff already. To date we have an unoptimized game suffering major performance issues and lag, with the added bonus of an egregious monetisation. People aren’t happy. There are all the technical issues associated with beta testing along with the early introduction of a predatory business model. Bravo. The idea of a soft launch is to maintain a relatively low profile, compared to a traditional hard “the game is totally ready” launch. That way you can tinker with your game client in a reactive fashion and introduce new features, ensuring that you keep your current customers onboard. However, if you do it wrong, you can piss off not only your existing customer base but cause a stink that prejudices future punters.
There is reason and logic behind soft launches. If you search via Google you’ll find numerous articles about the subject extolling the virtues of this business practice. If implemented correctly, it can yield the following results:
Determine which market you’d like to target on full launch.
Pick the most suitable location for your soft launch accordingly.
Optimize your games online presence.
Measure your success in acquiring new users.
Find out at what point you’ve successfully retained a new user.
Calculate the “Life Time Value” of users.
Evaluate your monetisation model.
Determine how your users like to share your game with others.
Fix any bugs that users report.
However, if you undertake all of these with the subtlety of a blow to the head with a Teflon frying pan, you’ll more than likely fail. Because as you can see, a soft launch is a practise designed primarily to benefit the vendor of the product, rather than the customer. And customers, especially gamers like to be made to feel special (IE told a load of old bollocks). If they realise they’re just a rat in a maze, then they tend to take it personally. Which is why I prefer the old school practise of alpha and beta testing, followed by the launch of a completed product that is good to go. Sadly, that is something we seldom see in the video games genre these days. The industry has become aware that they can get away with things, despite the pushback and opprobrium that comes with pre-orders, soft launches and day one patches.
All too often the lifecycle of a game is as follows. A hyperbolic announcement followed by an excess of hype throughout the development. Early access that is a hot mess followed by a cheeky soft launch of a flawed and incomplete product. The first six months is filled with player hostility until multiple patches eventually lead to a viable release. All sane players opt for the “game of the year edition”. Overall, it’s a very unsatisfactory system. Yet despite all the cogent arguments raised against it, such practises continue to prevail and are indulged because a percentage of gamers are overwhelmed by the hype tsunami and a “take my money now” mindset. Hence it will be interesting to see whether Magic Legends has “pissed on its chips” to coin a British colloquialism, or whether six month from now, all will be forgiven or forgotten. I have a feeling it will be the latter, which is greater news for business but bad news for consumers.