Key Takeaways
- Wildlight Entertainment’s free-to-play shooter Highguard received mixed reception after its reveal at The Game Awards
- The game’s CEO and founder, Dusty Welch, acknowledges that the team could have done a better job with the game’s trailer and marketing
- The lack of marketing leading up to the game’s launch was a deliberate strategy, similar to the approach taken by Apex Legends in 2019
- Wildlight Entertainment is a studio composed of former Respawn Entertainment developers, including Welch, who was formerly COO and GM of Apex Legends
- The team is resilient and taking feedback from players, with a focus on showcasing the game’s unique features and gameplay loop
Introduction to Highguard’s Reception
Wildlight Entertainment’s CEO and founder, Dusty Welch, has expressed his wish that the company’s free-to-play shooter Highguard had been received better by the gaming community. In an interview with PC Gamer, Welch discussed the mixed reception of Highguard’s reveal at The Game Awards and the lack of marketing prior to its launch. Welch acknowledged that the team could have done a better job with the game’s trailer, stating that they should have focused more on showcasing the game’s unique features and gameplay loop rather than trying to create an entertaining trailer for The Game Awards.
The Game Awards and Highguard’s Reveal
Welch noted that Highguard was featured at The Game Awards because executive producer and host Geoff Keighley wanted to "do something different" and showcase an indie studio and free-to-play game. Keighley is a friend of the studio and had played the game several times, expressing his love for it. Welch saw this as an opportunity for the studio to gain exposure and jumped at the chance to showcase Highguard on the biggest platform in gaming. However, the team’s decision to create a trailer that was more focused on entertainment rather than showcasing the game’s unique features may have contributed to the mixed reception.
Marketing Strategy and Launch
The lack of marketing leading up to Highguard’s launch was a deliberate strategy, according to Wildlight Entertainment’s design and creative director, Jason McCord. McCord explained that the plan was to announce the game, go dark, and then let players experience the game for themselves. This approach is similar to the one taken by Apex Legends in 2019, which also had a surprise launch with minimal marketing. McCord emphasized that the key to the game’s success is getting players to experience the game firsthand, and that the team’s focus is on showcasing the game’s unique features and gameplay loop.
Wildlight Entertainment’s Background
Wildlight Entertainment is a studio composed of former Respawn Entertainment developers, including Welch, who was formerly COO and GM of Apex Legends. The team also includes former Respawn game director Chad Grenier as studio head and game director, as well as former creative director Mohammad Alavi. The studio was co-founded in 2023, and Highguard is their first major project. Despite the mixed reception, the team is resilient and taking feedback from players, with a focus on continuing to develop and improve the game.
Moving Forward
Welch and the team at Wildlight Entertainment are taking the feedback from players and using it to improve the game. They acknowledge that they could have done a better job with the game’s trailer and marketing, but they are focused on showcasing the game’s unique features and gameplay loop. With a team composed of experienced developers from Respawn Entertainment, Wildlight Entertainment has the potential to create a successful and engaging game. As the team continues to develop and improve Highguard, they are hopeful that the game will find its place in the gaming community and attract a dedicated player base.
