Why Did Battleborn Fade Away? | Marketing Blunders & Overwatch Competition
Edited By
Emma Collins
A once-prominent title in the gaming world, Battleborn faced a swift decline due to missteps in marketing and fierce competition from Overwatch. Many gamers flocked to the latter, leading to Battleborn's eventual shutdown.
The Rise and Fall of a Unique Hybrid
Battleborn, a multiplayer first-person shooter and MOBA hybrid, launched in May 2016 by the creators of the popular Borderlands series. Its ambitious gameplay promised a unique experience, but the title struggled to keep players engaged. A growing number of gamers pointed out several factors that contributed to its downfall.
"It wasn't bad, but definitely wasn't good too. And it just happened that Overwatch did a lot of things way better," said one player.
Key Factors Behind the Disappearance
Marketing Missteps: The game's promotion lacked the impactful strategies that competitors employed. Many players learned about it too late or not at all.
Identity Crisis: Players were unclear about whether Battleborn aimed to be a shooter or a MOBA, causing confusion over its identity.
Player Base Decline: After an initial surge of excitement, the shrinking player base hampered matchmaking and overall enjoyment, pushing players away.
Community Reactions
Players echoed similar sentiments about Battleborn's collapse. One commented, "bec not enough players," encapsulating the crux of the game's issue—a dwindling user base made it hard to sustain.
The Overwatch Effect
Overwatch's polished gameplay, character designs, and effective marketing drew potential players away from Battleborn. With its own thriving community, Overwatch became the go-to title, effectively overshadowing its competitor.
What Does This Mean for Future Games?
The story of Battleborn serves as a cautionary tale for upcoming title developers. It raises an important question: how can studios ensure their games stand out in a crowded marketplace?
Takeaways from the Battleborn Experience
📉 Marketing failures were detrimental; proper strategy is essential for new games.
💔 An unclear identity can alienate potential players, leading to engagement issues.
⚡️ Diminishing player bases can spell disaster, emphasizing the need for solid community support.
In retrospect, Battleborn's disappearance highlights the challenges new games face. As the gaming landscape evolves, studios must adapt to stay relevant and capture players' attention.
The Road Ahead for Gaming Titles
Looking forward, there's a good chance that upcoming game developers will place more emphasis on marketing strategies and community engagement, learning from Battleborn's mistakes. It's estimated that around 70% of new titles will invest heavily in social media and outreach initiatives to establish a connection with potential players early on. Additionally, studios might prioritize clear communication of their game's identity, aiming to capture distinct niches. The gaming industry is competitive, and those who adapt quickly to these insights are likely to thrive.
Lessons from the Past
A striking parallel can be drawn between the fate of Battleborn and the rise and fall of the music genre disco in the late 1970s. Disco’s vibrant culture attracted millions, but a simultaneous explosion of other musical styles left its identity muddled and its audience fragmented. Just like Battleborn faced a crowded market, disco uncertainties caused its rapid decline, prompting artists to reinvent themselves rather than fade into the background. This shared experience illustrates how vital it is to innovate and maintain clarity in any pop culture landscape.