Dusty Welch, the CEO and founder of Wildlight Entertainment, expressed disappointment over the lukewarm reception of their new free-to-play shooter, Highguard. In a recent chat with PC Gamer, he acknowledged the game’s reveal at The Game Awards didn’t get the enthusiastic response they hoped for.
“We take some responsibility for that,” Welch said. “We’re gamers, too, and we’ve seen the feedback online.” He recognized that their trailer could have showcased the game’s unique features more effectively instead of just trying to entertain the audience.
Welch also mentioned that Highguard was showcased at The Game Awards thanks to Geoff Keighley, the event’s host and executive producer, who wanted to spotlight indie developers. “He’s a friend and he loved the game,” Welch added. “When he offered us this opportunity, we couldn’t say no.”
Regarding marketing, Jason McCord, the design and creative director, explained that their strategy mirrored the surprise launch of Apex Legends back in 2019. “Our plan was to announce and then go dark, aiming for a big reveal when players could actually experience the game,” he noted. “If the reception had been better, we would have stuck to the same plan.”
Wildlight Entertainment emerged in 2023, founded by ex-Respawn Entertainment developers. Welch previously handled operations for Apex Legends, while McCord served as its design director. The studio also boasts talented veterans like Chad Grenier and Mohammad Alavi, further enhancing their credibility.
Interestingly, this approach to marketing aligns with trends seen in the gaming industry. A recent survey by Newzoo suggests that 46% of gamers prefer surprises and minimal pre-launch hype, which can lead to more engagement when the game finally arrives. The success of titles like Apex Legends proves that an effective marketing strategy can sometimes be less about noise and more about the gameplay itself.
While the reception of Highguard may not have sparked excitement, the team’s experience and resilient mindset position them well for future endeavors. As the gaming landscape evolves, staying connected with player feedback will be essential for crafting meaningful experiences.
