A slightly strange post coming up, as this week several events have occurred that makes the games industry suddenly feel quite fragile. The initial piece of news was Activision recommending the closing of Bizarre. For those following the story since the 90 day consultancy was started this probably doesn’t come as a surprise – it was unlikely a buyer would step forward for such a large studio when Activision are probably retaining the IP and technology.
I was only at Bizarre for a six month contract, but feel proud to have worked at one of the flagships of the British games industry. Sure, as with everywhere there were things that could be improved, but there was a sense of pride from the staff that they were working somewhere truly special.
One studio closing doesn’t spell disaster for the industry, but Bizarre wasn’t the only place in the news this week: across the pond, Disney Interactive have also closed Propaganda games. And back in England Frontier Developments have made 17 people redundant following issues on The Outsider.
So why is this happening?
Games take a long time to make. To make something truly AAA, 90% plus, takes a staggering amount of effort. 2 year development cycles of PS2 days have now effortlessly expanded into 3 years or more, with teams several times the size. The amount of financial backing required to take a game all the way to being in the hands of players is massive now, let alone the organisational skills needed to ensure that every member of the 100 man team is working towards the same goal.
The grim reality these days is that if a game isn’t able to shift 3 or 4 million copies then it’s considered a failure and, really, no wonder: to break even most need to sell a couple of million at least.
Looking plainly at the figures then a simple conclusion can be drawn – Blur hasn’t sold a million yet and neither has Blood Stone. But it’s not that simple – both games are very technically competent and good fun to boot. Blood Stone was released just a few days before Activision’s annual flagship Call of Duty. The critical response to both games was quite different (6.4 vs 8.8 / 10), though the user response is far closer – Call of Duty is rated at 8.4, with Blood Stone rated at 8.1.
With Blur, the problem possibly lies with the simple fact that it’s a racing game. To explain: the racing game genre is massively cyclical, linked very closely to the hardware that it runs on. Towards the end of a console’s life most racing games struggle to sell well, and when new hardware appears they do very well – revelling in the extra horsepower under the hood of the new machines to improve the graphics, physics, damage, AI and so on – ever pulling the gamer deeper into a more realistic driving experience.
We’re 5 years into this console generation and naturally at the point where racing games take a dip in sales. GT5 is performing roughly on par with how GT4 sold, shifting over 5 million copies so far. But Need For Speed: Hot Pursuit, EA’s flagship racing game, has sold around 3 million. Not bad, but a million less than the version a year previously – despite being rated about the same. And far less than the 6.5 million the last PS2 version sold.
Activision bought Bizarre Creations because they wanted a flagship racing game development studio. But the racing game market is struggling and Blur didn’t sell what they hoped. So were they right to simple cut their losses and close the studio?
I’m not sure. While Blood Stone also didn’t sell as well as everyone hoped it would, it’s by no means a bad game. And it proved that their technology and the people were adaptable: they weren’t a one trick pony. I’m certain there are other games in the Activision portfolio that Bizarre could have turned their hand to and excelled at. I guess the worry of a 3 year commitment without a guarantee of return was simply too big a risk to take.