The publisher of the shooter LawBreakers (PC, PS4) is disappointed with the game’s sales figures. Nexon attributes this to reasons such as strong competition from Overwatch, PUBG, or Destiny 2, but also to their own lack of experience with such a title.
The head of Nexon America, Jungsoo Lee, gave an interview to the Korean gaming site Inven. It covered numerous topics, including the shooter LawBreakers. Nexon released it in the West and is disappointed with its sales figures.
Not enough experience with paid games
Efforts were made to promote LawBreakers, but the results were “unsatisfactory” and they felt disappointed with the outcome.
However, LawBreakers is an important game for Nexon: it is the first game for PlayStation that Nexon America has released. They learned a lot from marketing for a Western audience.
One problem identified is that LawBreakers did not release at the right time. Overwatch and PUBG are the bestsellers in the genre. Other titles like Quake Champions, Destiny 2, and Call of Duty: WW2 are also popular.
The failure of LawBreakers is not due to the game itself, but they faced some disadvantages because they lacked experience in releasing a paid game. LawBreakers was originally supposed to be released in 2016, but it was postponed to improve the game. Ultimately, they unfortunately could not compete with games like Call of Duty or Destiny 2.
Furthermore, LawBreakers is not a game for Steam: AAA players are currently struggling with this. Steam users look specifically for certain games that perfectly match their tastes.
Viral or Marketing Sledgehammer – Nexon Between the Fronts
There are two different poles:
- Small studios that focus solely on the game itself and rely on it going viral with great Steam ratings – like Factorio
- Or the games of giant publishers like Activision Blizzard, who can spend tons on advertising
Nexon is situated between these poles and needs to find its own way. It must communicate clearly and directly with customers. With LawBreakers, they learned how to reach customers.
Nexon is in contact with Boss Key Production to provide a better gaming experience for LawBreakers players.
The right game at the wrong time?
Mein MMO believes: Since its release, LawBreakers has been considered a “game in crisis.” The explanations so far have been: the market is oversaturated. No one was waiting for the title because games like Overwatch or PUBG satisfy the hunger that LawBreakers targets. Apparently, Nexon sees it the same way now.
The disappointment regarding LawBreakers’ lack of success aligns with the fate of games like Battleborn or Gigantic. They also struggled to gain a foothold, even though all these games undoubtedly have had their advantages.
More about the game:
LawBreakers in impressions test: New shooter star or Overwatch clone?
