Amazon Games’ rollercoaster ride
Amazon Games’ journey has been a dynamic one, filled with both triumphs and setbacks. From the initial hires of industry veterans like Kim Swift and Clint Hocking, to the subsequent launch and challenges of games like Breakaway, Crucible, and New World, the company has experienced its share of ups and downs. Christoph Hartmann, CEO since late 2018, acknowledges the rollercoaster nature of the game publishing industry, but emphasizes that the recent trajectory is more positive than negative. He attributes the company’s improved fortunes to a strategic shift in approach, blending a deep understanding of the gaming industry with a more pragmatic and responsive operational style.
Hartmann highlights key achievements, such as establishing partnerships with prominent developers like Bandai Namco (Blue Protocol) and NCSoft (Throne and Liberty), alongside the recent acquisition of the rights to reboot Lord of the Rings. These strategic alliances and the potential of the revitalized Lord of the Rings MMO showcase a renewed commitment to quality and ambition within Amazon Games.
The experiences of previous titles like New World, while not universally successful, also provided invaluable lessons. These challenges underscore the importance of robust post-launch support and anticipating community growth. The company aims to implement these learnings into future projects, ensuring a more comprehensive strategy for sustaining player interest over an extended period.
Are there too many live service games?
Hartmann asserts that the live service model, while crowded, remains a viable market. He doesn’t view the abundance of live service titles as a detriment but rather as a testament to the continued vitality and appeal of this genre. Amazon Games is committed to further exploration of this market segment, with future releases aimed at both PC and console platforms. This reflects the company’s desire to capture a wider audience beyond its current base, acknowledging that console gamers and new entrants are integral to maintaining growth and diversity within the player community.
A crucial factor in the success of Amazon’s upcoming Lord of the Rings MMO will be its ability to attract players who may not traditionally engage with MMOs. Rather than focusing solely on existing MMO enthusiasts, Amazon Games’ approach will target a broader demographic, using the beloved Lord of the Rings license as a catalyst to draw in a new wave of players unfamiliar with the genre.
- The core philosophy is to create a game so compelling that it transcends genre limitations and entices new players.
- This strategy emphasizes a broader appeal, aiming to expand the player base beyond the typical MMO community.
- The ultimate goal is to position the game as a major player in the MMO market, not just within Amazon’s portfolio.
Interview: Amazon Games’ CEO on How the Reborn Lord of the Rings MMO Will Learn from New World
The reborn Lord of the Rings MMO, a significant undertaking for Amazon Games, will leverage the company’s experience, particularly from New World. Hartmann highlights the crucial learning curve stemming from the initial surge in popularity of New World, followed by the challenge of sustaining that enthusiasm over time. This experience teaches that successful game development extends beyond launch preparation – it demands a meticulous strategy for maintaining a thriving player base and delivering continuous value post-launch.
Crucially, New World‘s early surge emphasized the importance of post-launch content releases, something the Lord of the Rings MMO will carefully consider. The learning, Hartmann asserts, transcends mere content; it involves a comprehensive understanding of player engagement and the proactive adaptation required to maintain excitement and activity. The company is meticulously studying the trends observed in New World to ensure they avoid similar issues in the upcoming MMO.
Amazon Games recognizes the crucial aspects of fostering a sustainable community. This includes anticipating shifts in player interest, responsiveness to community feedback, and a proactive approach in providing regular, engaging content updates. The company’s intent is to build a long-term, passionate community around the Lord of the Rings MMO, ensuring its longevity and success, taking lessons learned from New World.
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