Speaking to IGN at PAX Aus, PlayerUnknown’s Battlegrounds creative director Brendan Greene has discussed how PUBG has reaped a huge amount of success without a massive advertising budget.
“We published on Steam, you know?” said Greene. “And that’s allowed us to sell millions of copies without having any marketing budget essentially, or store copy…. We have shown that you don’t need necessarily the same marketing or PR budget as a triple A game to really sell a lot of copies.”
According to Greene, prior to the release of Battlegrounds on Steam Early Access, the team were hoping to sell “maybe five million copies, first year.”
“We passed that in a few months and now we’re at 15+ [million],” Greene continued. “It’s basically meant that we’ve had to do a lot of work internally to restructure how we envision PUBG going forward, because our platform team designed our server system for a million players, ’cause that’s what we thought was a reasonable upper limit.”
“We’re not gonna pass a million [concurrent players], right? That’s more than DOTA; no way will we reach that. And now we’re at two, and our platform engineering team are playing catch-up.
“We’re building this as a service… we want this for the next 10, 20 years, you know? We wanna increase the map pool, add new weapons, add new vehicles, and really just refine the feature set we have.”
It was confirmed earlier today that PlayerUnknown’s Battlegrounds has now sold over 18 million copies during its stint in Steam Early Access. The studio plans to have the game move out of Early Access in late December, following the release of the Xbox One version.
Battlegrounds will arrive on Xbox Game Preview on December 12.
Luke is Games Editor at IGN's Sydney office. You can find him on Twitter @MrLukeReilly.
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