The drama surrounding the battle royale mode could become the PR coup of the year for Fortnite. However, someone else is doing the work.
The starting situation
- Fortnite is an interesting genre mix that managed to create hype before mid-July. Fortnite combines building elements with shooter mechanics. In summer, when nothing else was going on, Fortnite practically came out of nowhere and was a big topic in the gaming world for 2-3 weeks. However, the hype quickly faded again.
- PlayerUnknown’s Battlegrounds, on the other hand, is the game of the year. The battle royale mode has taken the game to unimaginable heights. The game is breaking record after record and is doing exceptionally well on Twitch.
The first action: Fortnite gets the ball rolling
Now Fortnite has decided to develop its own “battle royale mode” inspired by PlayerUnknown’s Battlegrounds. This mode is supposed to be completely free and available on PC, PS4, and Xbox One. PlayerUnknown’s Battlegrounds is not yet playable on consoles.
This decision by Fortnite has triggered some “interesting reactions” from Bluehole.
The second action: Bluehole complains
Bluehole, the company behind PUBG, expresses its outrage in a press release that Epic Games is releasing an almost identical competing product with Fortnite and is even advertising it with PUBG. Essentially, a “Fortnite PUBG for free.” Bluehole announces that it is considering taking action against Epic, as the gameplay bears too many similarities.
PUBG upset about copy in Fortnite – considering actions
The consequences:
- For many readers, the first press release seems as if the company behind PUBG wants to claim sole custody of a genre or the deathmatch mode.
- Fans express incomprehension in the comments, portraying PUBG as “whiny and insecure. “
- The Streisand effect is in play: the attempt to keep something “down” only causes it to rise rapidly. Interest in Fortnite increases, even among those who have never played Fortnite before.
The third action: Bluehole rubs salt in its wounds
In an interview with PCGamer, Bluehole’s Vice President C. H. King launches another attack. The gameplay takes a backseat, and the business relationship between Epic and Bluehole becomes the main focus and controversy.
Bluehole feels misunderstood and wants to clarify several points. In summary: Bluehole fears that Epic Games could now use PUBG’s know-how to improve the engine and their own mode. Additionally, Bluehole claims it would pay Epic a lot of money for Unreal Engine 4 and wished for better communication. The argument of “licensing for battle royale” comes up again. Other games have done this, but not Fortnite.
We pay them a lot of money and then this – PUBG to Fortnite
The consequences:
- This message is reaching more and more people, spreading like wildfire.
- Some players show understanding, but the overall tone remains the same or even strengthens the critics’ opinions, resulting in many sarcastic remarks like “Can I also license air?”
- Between the lines of the PC Gamer interview, it seems that Bluehole is sulking and is afraid that “a big company” like Epic wouldn’t want to allow an indie company to succeed. Bluehole portrays itself as the victim, the underdog, which does not sit well given PUBG’s size.
The new situation
PlayerUnknown’s Battlegrounds comes across as somewhat arrogant and very “business-driven” and has lost many sympathies.
Fortnite, on the other hand, a game that is actually on the decline, has more attention than ever before. PUBG fans, especially on PS4 and Xbox One, have now heard of Fortnite and are eager to try the shooter mode. The whole drama has piqued many people’s curiosity about Fortnite. And that just before the Free2Play launch of Battle Royale Fortnite on 26.09.
How could this go so terribly wrong from PUBG’s perspective?
Bluehole has completely misjudged the mood.
Bluehole has made three significant mistakes:
- First, a Korean “Vice President” contacted the media, apparently unable to assess how the Western public would react to his statements. He presented his problems from a “business” perspective. However, players simply do not care. Players want games – they don’t care where the ideas come from: the more competition, the more options, the better it is for the player. The Vice President completely miscalculated. Thoughts of taking any action are not material for a press release aimed at players but something that Bluehole should have resolved internally with Epic first.
- Then PUBG has an open flank: the game is only available on PC. Players on PS4 and Xbox One are impatient and want to play. PUBG’s dealings with Microsoft have already upset many PS4 players. Is PlayerUnknown’s Battlegrounds coming to PS4 or not? Many are tired of this “business side” of gaming – not much sympathy is to be expected.
- Bluehole wanted to portray itself as a “victim” or “David,” competing against the giant “Epic Games” – this did not work at all. Because players do not see the company “Bluehole,” they see the massive game “PlayerUnknown’s Battlegrounds” trying to keep a smaller competitor down. This does not sit well with them.
How to deal better with competition as a “big favorite” is demonstrated by Twitch. There, they handled the supposed competition from YouTube much more gracefully:
. @YouTubeGaming Welcome Player 2. Add me on Google+. #kappa
— Twitch (@Twitch) June 12, 2015
This amusingly puts the “smaller” one in their place, demonstrating strength and confidence. This would have suited Bluehole and PlayerUnknown’s Battlegrounds much better. Especially since Fortnite is not known for its outstanding shooter mechanics and also appeals to a completely different target audience in terms of graphics.
A humorous or just no response would have been much better.
