Affected devs:

  • Arkane Austin (closed)
  • Tango Gameworks (closed)
  • Alpha Dog Studios (closed)
  • Roundhouse Games (absorbed into ZeniMax Online Studios)

These changes are grounded in prioritizing high-impact titles and further investing in Bethesda’s portfolio of blockbuster games and beloved worlds which you have nurtured over many decades.

  • rickyrigatoni@lemm.ee
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    8 months ago

    Hi-Fi rush comes out of nowhere to massive critical acclaim just to be shut down anyway because Starfield sucked ass. Why people ever do business with these shitass publishers I’ll never understand

    • NuXCOM_90Percent@lemmy.zip
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      8 months ago

      Because the indie space is also a graveyard. Investors are increasingly wary of funding anything but a “guarantee” and plenty of studios have had to shutter because the funding they were promised was rescinded.

      The major publishers are at least a paycheck that can keep a studio going for another year or two.

      • Carighan Maconar@lemmy.world
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        8 months ago

        Because the indie space is also a graveyard. Investors are increasingly wary of funding anything but a “guarantee” and plenty of studios have had to shutter because the funding they were promised was rescinded.

        Maybe gaming has become too bloated as a concept if no company can ever produce a product with their own money any more, instead always listening entirely to investor cash.

        • NuXCOM_90Percent@lemmy.zip
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          8 months ago

          So… only independently wealthy people should make games?

          Game dev takes time. The way you shrink that time is to do it full time instead of working on it in your spare time for a decade or so. Because of increased cost of living, the ability to just take a few months off and burn your savings is increasingly not viable.

          That is where investors come in. Whether it is a kickstarter campaign (NEVER PRE-ORDER!! RAWR!!!), a venture capitalist, or a major publisher. And all of those have consequences.

          But, increasingly, it is only the major publishers who are even trying. And they are increasingly selective of who they try it with. NoClip have been making an indie game as a way to better understand the market and they have a SPECTACULAR video where Danny O’Dwyer talks about his experience pitching the game to publishers and what kinds of responses they get. And it is really telling that he gushes over how nice one publisher (I think it was Humble?) were in that they actually responded and said they couldn’t move forward rather than just ghosting him.

          • Serinus@lemmy.world
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            8 months ago

            the ability to just take a few months off and burn your savings is increasingly not viable.

            Universal healthcare would help here.

            • bobs_monkey@lemm.ee
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              8 months ago

              Sure but that’s only a piece of the puzzle. Housing, food, and general living costs are so insane now that any decent savings would be obliterated much more quickly. UBI would be a better solution here, but that’s almost a pipedream at this point.

              • Serinus@lemmy.world
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                8 months ago

                The idea is that the biggest barrier to entry for small business and entrepreneurship is healthcare.

                • bobs_monkey@lemm.ee
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                  8 months ago

                  Um I disagree. The biggest barrier is having the capital to do the thing. I think a number of states have a reduced/free option if your income is below the poverty line (calculated as having low or negative income in the startup phase, not necessarily based on assets), or being lucky enough to have a spouse with healthcare. That said, it’s entirely doable to go without healthcare, albeit risky. I started a contracting company 3 years ago with almost no money and the tools I had from my apprentice/jman years, and still don’t have health insurance, though I’m hoping to get some later this year.

        • ExfilBravo@lemmy.world
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          8 months ago

          I think AI will help in this space and allow smaller teams to compete with larger companies. At least until those companies do the same thing.

      • Katana314@lemmy.world
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        7 months ago

        Taking a look at big-cash high profile releases like Redfall and Starfield…is “guaranteed failure” what they’re going for? Because those indie games were pretty much the main reason I kept subscribing to game pass.

  • flamingos-cant@feddit.uk
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    8 months ago

    > Tango makes a great game
    > Put it day one on Game Pass
    > Close the studio when it doesn’t meet sale targets

    Corp. logic truly is something else.

    • Tetsuo@jlai.lu
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      8 months ago

      Meanwhile Larian studio reminding everyone that a good way to make money and avoid layoffs is to be nimble and make good games.

      Big Corps sees nimble and good studio making a good game, starts layoffs immediately.

      The real murderers are the people that sell their studio to a big publisher. They immediately seal the fate of their teams. They will have layoffs eventually…

      • NuXCOM_90Percent@lemmy.zip
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        8 months ago

        I love Larian and am ride or die with Swen et al. Have been ever since Divine Divinity was “we have Diablo at home” but ended up being a shockingly good (for its time) hybrid ARPG/CRPG.

        But Larian are very much not the example of “how to do business”. Like Digital Extremes, they are a “legacy” studio that is INCREDIBLY lucky to have survived. Larian themselves had to deal with really shitty publisher deals (Beyond Divinity and I think also Divinity 2?) and games so bad it almost killed the studio (even Mortismal himself will acknowledge that Divinity 2 was a trash fire before the DLC… and was still a mess after). It was mostly “lucking out” and embracing Kickstarter before everyone hated it that saved them. And… Dragon Commander still got close.

        And you know what has REALLY made them stable? That’s right. A deal with a major company to work on one of the most famous IPs in gaming (tabletop and video) history.

        Larian are smart to try to maintain their size and not overly grow. But, like countless game devs have said and gotten shouted down for, they are far from “typical” and got REALLY lucky. Hell, Swen himself has mentioned the same in between the blurbs that outlets love to reference.

        • CosmoNova@lemmy.world
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          8 months ago

          You forgot to mention they sold 30% stake of the company to the world‘s largest game conglomerate Tencent. They‘re also working on a supposedly much larger game than BG3 now and plan to release it within the next 4 years which means they will have to at least double their staff. Honestly, judging a developer entirely by a recent success isn‘t a good practice even when it‘s as massive as BG3. Most people who talk about Larian have a very warped impression. Even when their games are great recently, the tides can change rapidly in this industry.

      • I Cast Fist@programming.dev
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        7 months ago

        You know, Hi Fi Rush is a good game, yet Tango still got axed because “fuck them”. Larian wasn’t nimble with BG3 either, they were thorough

    • Defaced@lemmy.world
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      8 months ago

      Hmmm it’s almost like Jim Ryan was on to something when he said gamepass wasn’t good for the industry and publishers didn’t like it during the antitrust trial with Microsoft.

      It blows my fucking mind how stupid some people are just to be able to play the next rehashed bullshit CoD on gamepass instead of paying $70 a year for the same garbage.

    • dan1101@lemm.ee
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      8 months ago

      Yeah did someone just run or interpret reports incorrectly? If a person subscribes to Game Pass and plays Hi Fi Rush for X months, I’d consider that a sale.

      • chiliedogg@lemmy.world
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        7 months ago

        If they play it exclusively, sure. But people play tons of games on Gamepass. HiFi Rush and a dozen other games splitting that $15/month/account is a lot less rosy.

        I’ve had Gamepass since the beginning, and since it was launched it I’ve bought maybe 1 or 2 Xbox games that weren’t on gamepass, whereas I used to average 2-3 a month. My overall spending on games has dropped massively since getting gamepass - especially on Xbox.

        • dan1101@lemm.ee
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          7 months ago

          Just the fact that they played some minimum amount should tell them the game contributed to the subscriber’s enjoyment of Game Pass. Otherwise if they are both selling a game and giving it to Game Pass subscribers for free I’m not sure what they are expecting. Can’t have your cake and eat it too, but I’m sure they would like that.

          Maybe they are hoping that Game Pass is like extended demos and will lead to more game sales. But there are too many new games all the time for most to hold my interest.

          • chiliedogg@lemmy.world
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            7 months ago

            I think they expected more casual gamers to sign up for game pass while the more dedicated among us would still be buying new products.

            Honestly, they’d probably be doing better if they didn’t put games on there day 1. Sony doesn’t put their biggest titles on PS+ at launch for a reason.

            Halo and starfield had shit sales because we didn’t have to buy them. If they required people to buy the triple-A in-house titles at launch, the double-A stuff like HiFi Rush could still be released on gamepass day 1 as an incentive for people to subscribe.

            As it stands, Starfield and Forza burned the money that should be used for HiFi Rush and Ori.

            • dan1101@lemm.ee
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              7 months ago

              Absolutely agree, just recently instead of buying Manor Lords I just found a good deal on a month of Game Pass. I played it as much as I wanted (for now) for less than $10.

  • aluminium@lemmy.world
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    8 months ago

    You close Tango the developers behind your only recent good game, but keep 343 open. Ok Phil.

    • mynachmadarch@kbin.social
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      8 months ago

      Most of the upper eschalon of 343 have left or were kicked out over the last year, including some of the worst offenders who drove the creation of the crap we’ve had recently such as Kiki Wolf kill.

      It seems like they’re internally rebuilding 343 because they know how much of a powerhouse that IP can be if done right. I’m not optimistic about the next Halo, but cautiously hopeful now at least.

      • NuXCOM_90Percent@lemmy.zip
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        8 months ago

        I doubt it is even thoughts over how powerful Halo is as an IP. I would be shocked if MS corporate hadn’t realized that any 343 Halo is going to get shit on because “this isn’t Bungie”. And people hate 343 enough that firing them and pushing the leads out won’t raise any red flags.

        But yeah. Look at how much damage control MS did when they were releasing fucking Pentiment on switch (look, I love that game with all my heart but you know things are fucked when people remember it exists). There is zero chance 343 “closes” until the next full generation… probably that gen’s refresh SKU consoles. Because it would instantly be interpreted as “xbox is dead”.

        But gutting Bethesda? We already see people in this very thread talking about how it is good because they didn’t like a game one of the studios did.

        • mynachmadarch@kbin.social
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          8 months ago

          It’s possible people won’t accept a new game just because of the name attached, but that’s not what I’m seeing.

          I still play Infinite pretty heavily and most of the people I chat with there are saying the same, thank the lord leadership changed, let’s give it a year or two and see.

          After that, who knows.

      • Nimrod@lemm.ee
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        8 months ago

        Don’t get my hopes up.

        If halo infinite had been a well balanced Battle Royale game… I’d probably have thrown away everything I love due to overplaying a damn game.

        I’m just so sick of multiplayer shooters. The repetition didn’t seem so bad when I was young, but now it just numbs my brain.

        But BR is the perfect combo of “my squad vs the world” that you get in a PVE coop, but also the rush of beating real life opponents that makes you keep coming back.

        Warzone is all my friends play now, but it’s gotten so stale that no one really pushes to squad up too frequently.

        Sorry for the tangent rant.

        • mynachmadarch@kbin.social
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          8 months ago

          Halo infinite multiplayer is free. The forge community has created a battle royale mode I’ve heard. Maybe give it a shot? I don’t know anything other than it exists.

          I personally can’t stand battle royale games, so sorry, but I hope the next isn’t. It’s just not what Halo is. If they released a mode, or a side game as a Battle Royale I’m all for it, but not a full main game.

          I feel the burnout though. My normal gaming friends and I are in a mode of trying new games right now and don’t play together as much.

    • pycorax@lemmy.world
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      8 months ago

      I feel like I’m taking crazy pills. Am I the only one that felt Hi-fi Rush was a disappointment? I played plenty of rhythm games and Hi-fi Rush just felt off throughout, landing beats didn’t feel satisfying and it felt off sync at timee. The story was well I can see people liking it but it felt too Disney-ish and cringe for me. I couldn’t get past playing it after the 2nd level.

      It’s an interesting concept but I can’t call it a good game.

  • Stern@lemmy.world
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    8 months ago

    Arkane- I mean, yeah Redfall was a clunker but Dishonored, Deathloop, and Prey all did pretty well I thought… though I suppose the two Wolfenstein games they did were kinda trash so there is a bit of falloff between the “glory days” and now.

    Tango- Hi-Fi Rush was a bop, and Ghostwire did well enough I thought. Not seeing a good reason here.

    Alpha Dog - Mighty Doom? Okay thats a fair closure.

    prioritizing high-impact titles and further investing in Bethesda’s portfolio of blockbuster games

    Chasing blockbusters is gonna fuck them up but I suppose more room in the lower weight classes isn’t bad for gamers since it lets indies and others who aren’t the big boys shine, and lord knows thats been wild over the past year’ish.

    • Hildegarde@lemmy.world
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      8 months ago

      Arcane austin was already killed by the development of redfall. Most of the talent responsible for making dishonered and prey the games they were left during development of redfall. If arcane austin went back to making immersive sims instead of closing, it would be a new team making it, with little help from the pedegree implied by arcane’s legacy.

      Keep in mind however that arcane was two studios, the main studio in lyon france, and the other in austin texas. Dishonered was developed jointly. Dishonored 2 was lyon, pray was austin, and deathloop was lyon.

      The lyon studio still exists. They are continuing to make games. The only thing announced from arcane is the marvel’s blade game. Not optimistic, but arcane may still be around a while yet.

    • Carighan Maconar@lemmy.world
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      8 months ago

      but Dishonored, Deathloop, and Prey all did pretty well I thought

      I thought Arkane Austin (the closed one) was only Prey of those. Which is a shame, because Prey was utterly fantastic.

      • VaultBoyNewVegas@lemmy.world
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        8 months ago

        It is. Lots of “gamers” can’t be fucked learning the difference between Austin and arkane, it’s like how there’s people who think bioware Montreal is the same as Edmonton or rockstar north is the same as san Diego when north makes GTA and the other red dead. Generally gamers don’t care what studio does what just the first part of its name. Arkane Lyon are developing blade and that’s still in progress.

    • Carighan Maconar@lemmy.world
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      8 months ago

      Yeah the studio put out nothing but nice games. Sure, Ghostwire in particular wasn’t stellar, but it was also enjoyable and pretty well done. Evil Within was dorky, but in just the right way. Hi-Fi was phenomenal, and that alone should have seen them physically behead every single higher manager at Bethesda before they tough anyone at Tango.

      But alas, apparently if it ain’t Fallout: Ghostwire or Fallout: Hi-Fi, then it doesn’t matter. Manager bonuses ain’t going to pay themselves (hrm… come to think of it, they do?), line has to go up!

  • StoneyDcrew@lemmy.world
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    8 months ago

    Seeing Tango go is actually hurtful. Hi-fi rush was a great IP and had the potential for a great sequel if given the chance.

    (I feel they wrapped it up nicely but left it open enough for a sequel.)

    I hope the employees can continue making great games elsewhere but it’s sad we will never see them develop the IP further.

  • Thatuserguy@lemmy.world
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    8 months ago

    I’m honestly ready to not support Xbox anymore after this. They’ve been non-stop fumbling the ball with game releases this generation. Hi-Fi Rush was the first game that came out that I felt was phenomenal and such a breathe of fresh air, and they just straight killed the studio anyways. Killing studios that make good games is not how you foster a gaming platform people want to be part of.

  • simple@lemm.ee
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    8 months ago

    What the fuck? I understand Arkane Austin since they dropped the ball, but why Tango Gameworks? I was secretly hoping they’d make another game like Hi-Fi Rush…

  • Shadywack@lemmy.world
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    7 months ago

    I never played Hi-Fi rush, Redfall, Mighty Doom, or The Evil Within. That said it looks like Tango hit their sales and quality strides. Alpha Dog and their Mighty Doom shit-ware deserves the dust bin and closure.

    As cold and callous as this all sounds, I read about the Redfall development and it was leadership start to finish on that disaster. The employees, even at Alpha Dog, don’t deserve this treatment. Dinga Bakaba from Arkane Lyon stated it perfectly

    Don’t throw us into gold fever gambits, don’t use us as strawmen for miscalculations/blind spots, don’t make our work environments darwinist jungles. You say we make you proud when we make a good game. Make us proud when times are tough. We know you can, we seen it before.

    Fuck me, this part hurts the most, and I highly recommend anyone who didn’t read the article at least look at what was said here. Everyone knows damn well that the corporation has the ability to flourish in keeping all the talented workers who got fucked by shitty leadership, instead the leadership will fail upward and keep ruining projects. Companies have so many chances to really disrupt and show the world a better way and they continually take shallow short sighted routes to cheap monetary victory, discarding humanity along the way. Fuck companies.

      • thesmokingman@programming.dev
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        7 months ago

        I’m not gonna lie I found he died today when I was double-checking the spelling with a quick google. I then had to check the timeline to make sure he was actually involved in the sale.

        Basically selling user data from BNET didn’t work out and after the year of flops the board got antsy. Still blame Altman tho.

  • MushuChupacabra@lemmy.world
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    8 months ago

    Attention laid off workers from the gaming industry:

    I’m one hundred percent ready for working, complete games, that don’t require subscriptions, and can’t be bricked remotely. Make them, and I will buy.

    I will buy your products. I will buy them instead of the product being churned out by the companies that cut you.

    • catloaf@lemm.ee
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      Cool but most indie devs don’t have the capital to fund the development. They want to make those games, but they have to partner with publishers so they can afford to buy stuff like food and rent while developing before they make any sales.

    • MeatsOfRage@lemmy.world
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      The Indie scene releases a dozen of these every day. The problem is there’s actually too much and most of these fail to ever find an audience.

    • NuXCOM_90Percent@lemmy.zip
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      I am going to pretend you didn’t mean it this way but that REALLY comes across as telling people who lost their jobs that they deserve it because they didn’t meet your requirements (that weren’t even true back in the day of DOS and BBSes…)

      Please… fuck right off with that. The devs at Arkane Austin or Tango aren’t making the decision to add a battlepass or to release a game before it is “done”. They are doing what management requires of them. The same management that then fires them to make sure that the overall branch of the company turns a profit.

      You are kicking people when they are down.

      • ElectricMachman@lemmy.sdf.org
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        8 months ago

        I agree with your statement. However, what I believe the original comment was saying is that if the developers who have lost their jobs were to get together and make a game as they describe, then they would buy it. The malice was directed at Microsoft and so on.

        At least, that’s how I read it…

        • NuXCOM_90Percent@lemmy.zip
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          8 months ago

          Which is still a complete load of demonstrable bullshit.

          Getting funding for a team is increasingly difficult. Plenty of studios have talked about the horrors of 2023-2024 and how nobody wants to fund even a small team. And this would not be “take it across the finish line” but a solid 3-6 years before even a chance at a return on investment because these devs wouldn’t even have IPs or past releases to leverage.

          But also? Listen to folk like Xalavier Nelson Jr who talk about this. They are fighting the good fight to push back against financiers and publishers to make games “the right way” with monetization models that are what people ask for. And they still get shit on endlessly and ignored.

          In a lot of ways, it reminds me of “abandonware” back in the day. For those who are too young, for the longest time it was nigh impossible to buy a game that was even five or six years old because it would not be on store shelves. GoG (back when they were Good Old Games) was specifically designed to update and sell these games. And without invasive DRM to boot.

          And suddenly all the abandonware torrent sites just started uploading gog installers. And now we almost never hear the term “abandonware” because… people were always full of shit and just wanted to make an excuse to justify their own actions.

          • MotoAsh@lemmy.world
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            8 months ago

            It is, in fact, not BS to be mad at a megacorp for cutting valuable and functioning assets, and the fact you do not understand that is hilariously pathetic.

            If you’re aware of people and games that do fit, then whining about it and talking about how they get crapped on instead of how cool their sfuff is doesn’t help, either!

            You seem to be more willing to paint things negatively than help improve, so why should we listen?

            • NuXCOM_90Percent@lemmy.zip
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              8 months ago

              Who the fuck isn’t mad at the megacorp?

              My issue is the people who use this as an excuse to blame the devs who are just doing their jobs while trying to live their dreams.

              Again. There are studios out there who are doing exactly what everyone insists they want AND are doing so in ways that make getting funding difficult. And they get shit on because of a “hot take” on twitter or because their game isn’t as pretty as Call of Duty.

              When large groups of people get laid off because of corporate bullshit? The answer is not to say “Hey, you should fucking do better next time”. It is “Fuck corporations” or “fuck capitalism”.

              • ElectricMachman@lemmy.sdf.org
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                8 months ago

                Fuck corporations

                is precisely what everyone’s been saying this whole time. Nobody’s blaming the devs. Your rant is misplaced.

  • Blackmist@feddit.uk
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    8 months ago

    If you ever wonder why gamers buy Playstation and not Xbox, here is your reason.

    MS have no idea what they’re doing with gaming. There will be no The Last of Us or God of War coming from them. They don’t want to sell you games. They want to sell you GamePass. They don’t want you to have a great time. They want you to have a time that is just about acceptable enough to keep paying for it.

    The only one of their games I’ve heard people get excited about is Hi-Fi Rush, and you can see here what they think of that. Clearly it didn’t maintain enough Monthly Active Users, or have a short enough Time To Purchase or whatever other bullshit mobile-era metric determines whether a studio lives or dies.

    • Ilflish@lemm.ee
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      8 months ago

      This is such a fanboy opinion. Sony killed basically their entire Japanese Development, had 13 GaaS in development at the same time and actively are holding back the standard of Cross Save. They give plenty of reasons to not be the ‘gamer’ console. Especially now when they are also beginning to drop games on gamepass.

      Ironically we still know of more single player games coming to Xbox then games coming to Sony outside of Spider-Man Leaks.

      Fallout is currently the hottest game on the market thanks to the Show on top of this.

      This really fucking sucks but damn stop trying to use this as a way to promote your team

      • paultimate14@lemmy.world
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        7 months ago

        What are you talking about?

        Sony’s Japan studio’s own library was always gimmicky games that were basically tech demos- Ape Escape was for the Dual Analog controller, LocoRoco for the PSP, Gravity Rush for the Vita, Knack to be a pack-in for the PS4, and games for VR, Move Eye toy, etc. In fact it’s kind of hard to find games they did on their own because they’ve always been mostly a support studio even going back to the PS1’s launch lineup, and they are continuing that. There have been several studios that make original games that started as part of Sony Japan that have been spun off into separate teams too.

        I’m struggling to think of many studios Sony has closed. Sony London studios was similar to Japan- mostly just games to go with hardware gimmicks like the EyeToy, SingStar, and Wonderbook. It’s even harder to find studios that Sony has purchased and then closed or turned into a support studio- I guess you could count that Psygnosis was purchased and merged into London studios back in the 90’s, but considering they went 20 years between that merger and closing I doubt there were many Psygnosis devs left there.

        A quick search pulls up PixelOpus, a tiny studio Sony formed from 9 college grads with a couple of industry veterans to lead them They released 2 small games and were closed last year.

        I don’t mean to be too defensive of Sony- they did close one of their own studios and laid off ~900 people this year. But it’s not really a comparison to Microsoft who now has a long history of buying 3rd party studios, mismanaging them, and closing them.

        I’m also confused about your comment about Xbox making more single player games than Sony. First of all… I would expect that to generally be true. It looks like Sony owns 21 studios while Microsoft had 40 as of the Activision-Blizzard acquisition. And while a lot hasn’t been announcedwith release dates, we know of a handful of single player games Sony has in the works- Horizon 3, TLOU3, Ghosts of Tsushima 2, and new IP’s from Bend, Housemarq, and BluePoint. Plus Wolverine, and you could argue whether Physint should count or not since that’s a partnership between Kojima and Sony-owned Columbia Pictures. If you’re trying to imply that Sony is abandoning single-player games or something that’s pretty far from the truth.

      • shani66@ani.social
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        7 months ago

        Yeah sony hasn’t been the gaming juggernaut that guy remembers in a very long time.

        • Stovetop@lemmy.world
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          7 months ago

          If anything, Nintendo is likely the company about to make lightning strike twice with the Switch successor due to be announced this year. Will be interesting to see what it’s like, but no matter the case, it is going to sell like hotcakes.

    • ArmokGoB@lemmy.dbzer0.com
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      7 months ago

      We don’t talk about how they racked up hundreds of thousands of negative reviews in three days last week with their shitty business decisions.

    • NuXCOM_90Percent@lemmy.zip
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      8 months ago

      And this is WHY the smaller studios are on the chopping block and not core Bethesda.

      Because smaller games that are incredibly solid don’t matter. What matters are AAA tentpoles. And Tango’s A/AA games were “lukewarm” at best. They had an AMAZING B/A game but fuck 'em. Same with Arkane Austin

      And… probably same with Obsidian this fall (?) when their Elder Pillars game comes out and people decide it isn’t Skyrim so it is bad. Ignore that Pentiment was amazing or their long legacy as one of the best studios in CRPGs. People will just talk doom and gloom because it isn’t The Last Of Us.

      Which will lead to MS continuing to try to be Sony rather than take advantage of the studios they actually have. And people will continue to talk about how they can’t compete with Sony because they don’t have a Horizon Zero Dawn.


      I’ve been saying it ever since MS started buying every studio they could. They have an AMAZING roster and can basically dominate the market by “flooding” it with high production value “indie” games. But… people want their AAA tentpoles.

  • shani66@ani.social
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    7 months ago

    We all know this was completely necessary at any level, but why the hifi guys? Aren’t they the best bets you could hope to invest in? They make good games that sell decently with less investment than AAA massive failures need.

  • Vipsu@lemmy.world
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    7 months ago

    Honestly all these tech layoffs could really come bite back publishers and the big tech in the near future.
    Theres a lot new talent for competitors to snatch and fraction of these developers might even form up new studios to make the next big thing.