Larian, the current game developer, takes charge of self-publishing its games through an internal publishing division led by Michael Douse. Douse expresses dissatisfaction with the conventional business practices of major companies, suggesting that traditional marketing is becoming obsolete.
In a conversation with journalist Stephen Totilo, Douse shared intriguing insights:
- He believes that traditional marketing is fading as people seek interactive engagement with developers and co-creation in game production, which traditional marketing fails to facilitate.
- While acknowledging that layoffs are common in the industry, Douse criticizes large companies for their rigidity and inability to adapt to changing conditions.
- He praises Steam as a platform for innovation, contrasting it with console stores that he views as outdated and restrictive.
- He hints that the next game from Larian may also undergo an early access phase.
Delving deeper into the discussion:
Marketing Insights
- Douse emphasizes that traditional marketing is losing relevance, advocating for a shift towards engaging dialogues with the audience rather than one-way messaging.
- He downplays the significance of traditional promotional tactics, citing the need for meaningful interactions over passive advertising.
- Douse defends the unconventional marketing approach taken for Baldur’s Gate III, highlighting the importance of audience engagement and authenticity in communication.
- He stresses the effectiveness of hyperengagement with the audience, particularly in the PC gaming realm.
Perspective on Layoffs
- Douse challenges the notion that mass layoffs are inevitable, attributing them to poor decision-making and lack of agility in large corporations.
He likens big companies to school buses with limited maneuverability, suggesting that their predictability hinders quick responses to opportunities.
- He criticizes the herd mentality that leads to mass layoffs, emphasizing the need for proactive decision-making rather than reactive measures.
- Douse remains optimistic about the industry’s prospects, highlighting the abundance of opportunities for those affected by layoffs to find new roles.
Steam’s Significance
- Douse praises Steam as a platform that fosters innovation and rewards quality game development.
He contrasts the freedom offered by Steam with the constraints imposed by console stores, noting the shift towards player-centric game creation.
- He advocates for early access as a valuable tool for engaging with the audience and refining game content based on feedback.
- Douse commends Larian’s adaptability and strategic planning, highlighting the studio’s ability to pivot quickly without compromising on quality.
- He reflects on the success of Balatro, underscoring the importance of resonating with the audience and embracing unpredictability in game development.
In a heartfelt tribute to his colleagues at Larian, Douse expresses admiration for Swen Vincke’s leadership and the team’s rebellious spirit in challenging industry norms.
Original from stopgame.ru
