Spoiler: if you don’t advertise at all, people won’t play your game

Also:

Its an enormously overproduced Overwatch clone with zany characters that seem to be going for Guardians of the Galaxy, an art style that is basically just bizarre, and gameplay from a decade ago.

Sony wanted their own Overwatch, after seeing its success, then spent a huge amount of time and money developing it, and this is what they came up with.

Oh, right, it isn't free to play, costs 40 bucks, and then also has an astounding amount of microtransactions.

EDIT: Based off of current active player count, Concord has cost approximately $200,000 dollars per active player to produce.

Better hope they are all omega class hyper whale spenders, I guess.

It’s a new game in which you play two folk musicians from New Zealand. You start off in a small NY apartment trying to get gigs and establish a relationship with an official at the local New Zealand consulate who later becomes your band manager.

It cost $4-billion dollars to develop, utilizes the F-14 Tomcat game engine from GameBoy Advance, and is expected to generate tens of dollars of revenue for Sony Corp.

Yeah, hadn't heard about it until today either. But Steam also kind of torpedoed their launch by lifting their NDA for Deadlock on the same day. Not sure how similar they are, but that'll grab most of the attention from gamers right now.

I've seen ads on random apps. But the logo looks like a '90s PC software logo. And nothing showed what the game actually looked like.

The clips they've shown look like the fake video games that you see in an advertisement for a specialized university.

The marketing has been appalling. They've mainly focussed their intentions on PS5, but why release a game on a platform but not advertise it for that platform?

Maybe word-of-mouth about the game and some discounts might improve things over the coming months, but Sony have made a bit of a mess with the PC side of this.

I think Valve would disagree.

~60k players on Deadlock yesterday, ~100k today. Probably more tomorrow. It's still in playtest.

Yep, first I’ve heard of it

they showed it off at the May 30th state of play, and thats about it for advertising. if you were a pc player and didnt watch sonys presentation, you likely would have never known

I only ever saw one ad for the game, on my PlayStation, the day before it came out and even then I couldn't tell what it was. Is this a game? A movie? A TV show? The trailer fucking sucked at actually advertising what it was. No gameplay, no mention that it even was a game. It just seemed like a scene from an animated show for tweens.

here's Jesse Cox going through the exact process except he predicts it too: https://youtube.com/shorts/l8kq4rIc10g

From what i saw from the game it just looked super bland and boring. No one looked interesting at all, it didn't pop, if someone told me it was a passion project from a 3 man dev team i would've totally believed it.

Sony did a good job of killing PC players tolerance of their bullshit with the helldiver controversy.

The price tag is likely to try to slow the bleeding when the writing was on the wall.