Wildlight Entertainment expressed disappointment, stating it hoped for a more positive reception for Highguard following its reveal at the Game Awards

Dusty Welch, CEO and founder of Wildlight Entertainment, expressed his disappointment over the reception of their free-to-play shooter, Highguard.

In a recent interview with PC Gamer, Welch reflected on the mixed reactions following Highguard's introduction at The Game Awards and noted the absence of significant marketing before its release on January 26.

"We are aware of the situation and the feedback," Welch mentioned. "Being gamers ourselves, we understand the reviews and criticisms."

He acknowledged, "In hindsight, a different or improved trailer could have better emphasized the game's innovative aspects, rather than focusing on entertainment suited for the awards show."

Highguard's appearance at The Game Awards was due in part to its executive producer Geoff Keighley's interest in showcasing something unique, Welch elaborated.

"Geoff, as a supportive studio ally, played the game and appreciated it," Welch shared. "He proposed featuring an indie studio and a free-to-play title, which was a fantastic opportunity given the prestige of the platform."

Regarding their marketing strategy, Jason McCord, the design and creative director, explained the intentionality behind the approach, drawing parallels with the launch of Apex Legends in 2019.

"The goal was to build anticipation by going dark after the announcement, allowing the game itself to speak at launch," McCord clarified. "Regardless of initial perceptions, the plan emphasized gameplay exposure."

Wildlight Entertainment was founded by industry veterans from Respawn Entertainment in 2023. Welch, previously the COO and GM at Apex Legends, teamed up with McCord, former design director on Apex, along with ex-Respawn game director Chad Grenier and former creative director Mohammad Alavi.