Bethesda: We didn't want to be lynched
Pete Hines, Vice president of marketing and PR at Bethesda, told why Fallout Shelter was released simultaneously with the announcement of Fallout 4 and what awaits the project next.
About this, with reference to Hines’ speech during the E3 conference, the resource writes Gamesindustry.biz .
In mid-June, the Fallout Shelter game appeared in the App Store. She immediately hit the world tops both in downloads and in box office figures. Hines admits that Bethesda was not ready for such a development: “I don’t even know what we expected. We haven’t developed for iOS before, so we didn’t suspect that this would happen.”
When asked why the game was launched right now, Hines replies that if the mobile title had been released long before the start of the next part of Fallout, the studio team “would most likely have been lynched.” Instead, Bethesda unveiled Fallout Shelter along with the first trailers of Fallout 4. “We did so, and that’s why they [fans of the series] are like, ‘They’ll give me what I’ve been waiting for, but for now I’ll play an interesting and free thing.’ So we were just figuring out how we could make sure we weren’t killed and succeed along the way,” Hines comments.
He admits that Fallout Shelter is unlikely to be a long-term success: “We expect that the game will not remain in the top three or top five for a long time. She will fall. And we’re going to do marketing at some point. We haven’t done anything yet.”
The Bethesda team will not use the same techniques as Clash of Clans or Game of War to promote the game. There will most likely be no TV ads. In addition, the company is not going to build its future in mobile around one franchise. The main thing is not the brand of the project, but still the quality of the game, says Hines.
Source: http://www.gamesindustry .biz
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