LOTRO: A Golden Opportunity
Back in Summer 2019, Amazon Game Studios announced it was co-developing a new free-to-play MMO set in Middle-earth, along with Athlon Games. The latter was at the time a subsidiary of Chinese publisher Leyou Technologies. However, in December 2020, Tencent bought Leyou Technologies which led to a series of contract renegotiations and reviews of ongoing projects. According to Bloomberg these negotiations did not go well and as a result, the new MMO has been cancelled. A spokesperson for Amazon recently stated that “we have been unable to secure terms to proceed with this title at this time. We love the Lord of the Rings IP, and are disappointed that we won't be bringing this game to customers”. Hence, Amazon will not have a complimentary game for their upcoming $1bn Lord of the Rings television series. At this point, possibly the only people who are happy with this outcome are Standing Stone Games, the developers of The Lord of the Rings Online.
Back in Summer 2019, Amazon Game Studios announced it was co-developing a new free-to-play MMO set in Middle-earth, along with Athlon Games. The latter was at the time a subsidiary of Chinese publisher Leyou Technologies. However, in December 2020, Tencent bought Leyou Technologies which led to a series of contract renegotiations and reviews of ongoing projects. According to Bloomberg these negotiations did not go well and as a result, the new MMO has been cancelled. A spokesperson for Amazon recently stated that “we have been unable to secure terms to proceed with this title at this time. We love the Lord of the Rings IP, and are disappointed that we won't be bringing this game to customers”. Hence, Amazon will not have a complimentary game for their upcoming $1bn Lord of the Rings television series. At this point, possibly the only people who are happy with this outcome are Standing Stone Games, the developers of The Lord of the Rings Online.
LOTRO still exists today, 14 years after its launch, for several reasons but a major factor is that it is the only Tolkien based MMO in existence at present. Players endure the game’s numerous rough edges and age because of their dedication as fans and the simple fact that there's nowhere else to go. I, as well as many other LOTRO players, were curious to see what sort of game Amazon Game Studios could produce. If it had provided certain key elements of game play, along with a good artistic interpretation of Middle-earth, then I would have definitely considered playing it. But that is no longer an option. LOTRO remains the only MMO of its kind for the present and as a result I’m sure the current player base will remain loyal. However, I don’t think that SSG should be too complacent. The current situation is a bit like living in a small town which only has one mall to hang out at and one night club to go to. No matter how poor or inadequate they are, they'll get a degree of patronage purely by default. Hardly an edifying business model.
If you’re familiar with my gaming history, you’ll know I enjoy LOTRO but I clearly recognise it is far from perfect. It's age is one reason as the game was conceived and designed to serve the needs of the MMO genre of 2007. Over the years it has been revised and augmented. It has reached a point in its life cycle where it has an established player base and sufficient revenue to continue producing content. However, possibly due to staff changes and a reticence to tinker with fundamental aspects of the game, we have reached a point where nothing radically new is being added to LOTRO. To invoke a food based analogy, if the MMO genre is comparable to the fast food industry, then LOTRO is a sandwich shop. Its sandwiches are different to its competitors but beyond that, all it can offer its customers are different fillings. If you want a tea cake, forget it.
With the immediate competition out of the picture for the present and new owners EG7 genuinely interested in developing and supporting LOTRO, SSG appear to have a golden opportunity to refine and improve LOTRO. By developing some of the features that have been put on hold over the years and removing those that have proven unpopular, arcane and unwieldy, much could be done to increase the game’s longevity. Furthermore, a renaissance in their communication strategy could be instrumental in rebuilding community bridges and getting the player base onboard with a long term plan. Yet my past experiences with LOTRO leads me to believe that such an opportunity is likely to be squandered. I have seen no evidence thus far that SSG have a plan and even if they do, their continuing Johnny Tightlips routine is counterproductive. If Amazon’s new MMO hadn’t been cancelled, I wonder if things would be any different?
Waiting for the New Middle-earth MMO
In late 2018 it was announced that Amazon Game Studios and Leyou were collaborating on massively multiplayer online game for PC and consoles set in Middle-earth. Ongoing development is being handled by Athlon Games, a global developer and publisher of free-to-play console and PC games. The studio is a subsidiary of Leyou Technologies Holdings Limited. But beyond the fairly vague press releases that can be found on the Athlon Games website (the last was posted in July 2019), little detail has emerged about the project. There has been unsubstantiated rumours that the project may well tie-in with the forthcoming Amazon Prime TV show that is set in the Second Age of Middle Earth. However, there is little information at present in the public domain to fully substantiate this or any of the other ongoing speculation. Hence, the entire situation raises some interesting questions and I’m sure like me, you have probably pondered some of them. Here are just a few that have crossed my mind.
In late 2018 it was announced that Amazon Game Studios and Leyou were collaborating on massively multiplayer online game for PC and consoles set in Middle-earth. Ongoing development is being handled by Athlon Games, a global developer and publisher of free-to-play console and PC games. The studio is a subsidiary of Leyou Technologies Holdings Limited. But beyond the fairly vague press releases that can be found on the Athlon Games website (the last was posted in July 2019), little detail has emerged about the project. There has been unsubstantiated rumours that the project may well tie-in with the forthcoming Amazon Prime TV show that is set in the Second Age of Middle Earth. However, there is little information at present in the public domain to fully substantiate this or any of the other ongoing speculation. Hence, the entire situation raises some interesting questions and I’m sure like me, you have probably pondered some of them. Here are just a few that have crossed my mind.
Will this title be directly competing with Standing Stone Games MMORPG The Lord of the Rings Online?
Exactly what sort of MMO will this new LOTR based game be, as the very term MMO is extremely elastic these days.
Will the appropriate licensing body allow two games from the same genre to exist simultaneously?
Exactly what business model will this new MMO have?
What iteration of the franchise will this game be based upon? Will it draw directly from the Peter Jackson movies (like games such as Middle-earth: Shadow of Mordor and Middle-earth: Shadow of War) or will it create a unique vision of Middle Earth as with SSG’s LOTRO?
Due to the lack of any definitive information, all we can presently do is speculate about the answers to these questions. Firstly, as to “do we need another The Lord of the Rings themed MMO”, I certainly think the market can sustain one. Competition can be a healthy thing and it is nice as a consumer to have choice. Products can co-exist harmoniously if they provide different experiences. I am always interested in seeing different people’s visions of Professor Tolkien's work, such as artists like Alan Lee, John Howe and Ted Nasmith, so for me a new game would be welcome purely from an creative and aesthetic perspective. There is also a wealth of lore that is available to be developed into new storylines. This is something that Turbine and Standing Stone Games have managed to do successfully over the past thirteen years. Any new game can easily explore an aspect of Tolkien’s work that hasn’t been touched by any previous product. There is no need to simply tread old ground.
Now if this new The Lord of the Rings themed MMO is marketed in direct competition to LOTRO, then I would expect it to be a very different beast, based around the mechanics and systems that are currently popular within the genre. I do not see any benefit in simply creating an MMO that replicates what exactly LOTRO does. I would not be surprised if this new MMO was closer to The Elder Scrolls Online in its systems design. It is also worth considering licensing arrangements. When Star Wars: The Old Republic was released in late 2011, a decision was made to close the older MMO Star Wars Galaxies. Exactly why this happened has never been officially discussed, so we do not know if this was solely about concerns over competition. However, the legal rights for Tolkien’s work are administered by a completely different body, so it doesn’t mean that a similar fate necessarily awaits LOTRO. But it is prudent to at least reflect upon what happened to SWG.
Personally, I would like to see a less linear game with a far more open world environment, dynamic content that is proximity based and the chance to develop charterers that aren't solely based around combat. To be able to lose oneself in a virtual Middle Earth, where you are free to explore, craft, farm, trade or simply aimlessly meander, would be a massive step forward for fans of the IP. But I am fully aware that what delights me may well deter other gamers and that ultimately any game is going to have to find a balance between the new and established systems that are economically viable. The development costs required to create a truly open world version of Middle-earth would be substantial and more importantly, the risk of such an experimental project would potentially be the biggest obstacle. Conversely, just using Tolkien’s world for yet another PVP or Battle Royale game would in my view be a waste of the franchise.
I'm sure that many interested parties will be keeping an eye on Athlon Games over the next year to see how this new MMO pans out. Let us hope that further information is forthcoming regarding its development and its specific nature. However, a quality MMO is not made overnight and so I’m not optimistic that I’ll be playing this new game any time soon. If it is tied to the Amazon Prime TV show, then the games launch may also depend on whether that show gains any traction. Furthermore, the TV show may well be intended to run over numerous seasons and try and emulate the sustained success of Game of Thrones. If that's the case then this new MMO may not appear until the TV show has hit its peak popularity. And if the show is not well received the game could well be cancelled before release. Therefore, it may well be best for Tolkien fans to simply just keep an eye on this project and continue to focus on those games such as LOTRO that do currently exist and provide a specific service.
Your First Mistake Was Having Expectations
Two stories have broken today regarding a pair of established and much-loved pop culture franchises. The first is the news that actor Henry Cavill has been cast as Geralt of Rivia, in the forthcoming Witcher TV show currently in production by Netflix. The second is regarding how newly established games developers Athlon Games are currently working on a new F2P Middle-earth based MMO. Considering there is no further details on either of these two points beyond what has already been stated, one could be tempted to say rhetorically “nothing to see here, move along”. However, this is the age of social media, so let it suffice to say that both these announcements have caused a degree of consternation in certain quarters. Namely fans of those already established iterations of The Witcher and The Lord of the Rings.
Two stories have broken today regarding a pair of established and much-loved pop culture franchises. The first is the news that actor Henry Cavill has been cast as Geralt of Rivia, in the forthcoming Witcher TV show currently in production by Netflix. The second is regarding how newly established games developers Athlon Games are currently working on a new F2P Middle-earth based MMO. Considering there is no further details on either of these two points beyond what has already been stated, one could be tempted to say rhetorically “nothing to see here, move along”. However, this is the age of social media, so let it suffice to say that both these announcements have caused a degree of consternation in certain quarters. Namely fans of those already established iterations of The Witcher and The Lord of the Rings.
As I get older and therefore less sentimental and less invested in fandom per se, I do find the sort of complaints, criticism and sundry “brouhaha” that has accompanied both of these developments, somewhat irrelevant. All are based on a misplaced assumption that existing fans needs are the primary force driving both projects. But they are not. Yes, I agree that the look, feel and voice of Geralt of Rivia where honed to perfection in CD Projekt Red’s video games. This will naturally determine a lot of people’s conception of the character, the same way that a handful of artists such as John Howe and Alan Lee have shaped the popular opinion of what Tolkien’s characters should look like. Another example that is age dependent, is who you consider to be the best incarnation of James Bond. But artistic interpretation as a concept tends to “pooh-pooh” such dogmatic ideas as “the definitive version”.
From what I’ve gleaned from the information that’s available about Netflix’s The Witcher TV show, it is not intended to be merely a fan service to those that enjoyed the three video games. It is a broader adaptation of the original source material by by Polish writer Andrzej Sapkowski, intended to reach as wide an audience as possible. Fantasy as a genre is very popular and marketable at present. Thus, casting a known quantity such as Henry Cavill, who has experience of genre productions along with matinee idol good looks is hardly surprising. The objections of a minority of “core fans” is frankly just standard operational collateral damage when adapting such a franchise. Frankly, when you consider the current trend for remakes, reboots, altering race, gender and generally repurposing any franchise or brand if it is deemed profitable to do so, complaining about the casting of Henry Cavill is somewhat redundant.
As for there being a new Tolkien based MMORPG that is set at some point in The Lord of the Rings timeline, I really don’t see it being a major issue for the existing ten-year-old LOTRO. It’s hardly uncommon for multiple licensed products to share a specific market place at the same time. Look at Neverwinter and DDO for example. Furthermore, it is highly likely that both games will be very different from each other and therefore not in direct competition. I recently wrote about the possibility of a LOTRO 2.0 and how those players “joined at the hip” with the existing iteration of the game are not necessarily disposed towards migrating to a new and more modern game. A new title with contemporary bells and whistles would seek a new audience who favour such mechanics. I see it very much as an “apples and orange” situation. Plus, the point has already been raised as to whether the new Middle-earth based MMO is going to be linked in someway to the TV show that is currently under development for Amazon Prime.
Both of these examples reflect once again the inherent myopia that seems to accompany contemporary fandom. They represent a failure to see both of these franchises for what they are; products. And as such they can be augmented by the rights holder in whatever way they see fit. That doesn’t mean that fans can’t have an opinion. They are of course free to like or not like something. But considering the nature of the global market that all products must compete in these days, the uniquely subjective needs of fans only makes up a small percentage of potential customers. Therefore, these bespoke “requirements” are far from paramount. If you want a more specific example, then consider how the Marvel Cinematic Universe has “adapted” the source material to make it accessible to a wider audience. Lore has been altered and known box-office names have been cast to ensure a wide reach. Yes, some fans have disliked what they’ve seen, but in business terms Disney have struck gold. In a world where hype, following trends and number crunching dictates policy, it’s hardly surprising that the Henry Cavill has been cast as Geralt of Rivia and that a new Middle-earth based MMO is going to embrace the current foibles of the F2P business model. To those bemused by all this, your first mistake was having expectations.
