Enslaved let down by marketing, says dev

Critically lauded adventurer Enslaved: Odyssey to the West failed to pull in the punters as it lacked a sufficient marketing push, says developer Ninja Theory.

Chatting with Gamasutra, the company’s Tameem Antoniades noted new IP needs to be backed up by a meaty sales push, something which he ultimately feels Enslaved lacked.

"I think it's always a difficult equation, isn't it? It's like it's not enough to just make a game,” commented Antoniades.

"All the ducks have to be lined up, and those ducks include the creative ducks, like the theme and the content. I wonder whether Enslaved was a bit too fantasy, or off the mainstream fantasy, on one hand."

"But it needed support, it needed a drive, a big push, and I don't think it necessarily got that. I really kind of hate it when people make, say, 'Oh, marketing didn't support it,' but a new IP needs to be visible, and I didn't feel like it was. A lot of people still even haven't heard of the game."

The developer went on to say he’s "proud" of what the team accomplished with the game, despite the fact it didn't sell as well as anticipated. 

"Why bet on triple-A if you're not going to spend for triple-A? You can't have it both ways. But, you know, I think we're proud as a team that we've got the game done, we got it on time. We thought that we did our job,” he concluded.

Enslaved was released on PlayStation 3 and Xbox 360 in October 2010 to positive reviews, though ultimately failed to set the charts alight, selling 730,000 units as of April 2011. Unfortunately, this wasn’t enough to justify a follow-up.

Ninja Theory is currently chiselling away on DmC: Devil May Cry for Capcom, with work on a second project due to commence later down the line.

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