Hmm...business decisions that would spook the consumer...
I like these sorts of questions.
Well, let's start with what already
has happened:
- Multiple failed launch dates for center-piece feature (FCs)
- Public-facing financial reports highlighting lackluster investment in product
- Very Poor Communication that creates wide gaps for assumptions and guessing by consumer
- Failure to consistently telegraph vision for product or development roadmap
That last one is particularly worrying. This isn't 'we promise to do X, Y, Z'. A vision is fairly simple, only about a paragraph at most, that easily conveys what the product is about and where it is going. A vision needs to precede nearly all communications so as to consistently hammer home what the product is about
to the consumer.
An example would be, "We envision Elite Dangerous as a cutting edge space-flight simulator that sees commanders (the players) operating diverse and complex craft in a wide array of industries and professions largely represented by the core aspects of Combat, Trade, Exploration, and Competition."
Without a consistently telegraphed vision, not only are employees left unsure of "where are we going?" but so, too, are consumers. That's a surefire way to scare consumers off, especially in this growing age of Games as a Service where, increasingly, consumers are asking the all important question, "Where will this product be in two years? Five years?" More and more consumers see these games as long-term investments. Onboarding is easiest at the start, when the vision is fresh and new, but becomes harder and harder as time goes on.
"Have I missed too much?" or "Will I be behind?" (EVE Online, Warframe)
"How much will this cost me?" or "How much grinding?" (No Man's Sky, Star Citizen)
"Is this game going anywhere?" or "Is the community thriving?" (Elite Dangerous, Minecraft)
These are just some examples. Many, many games fit some or all of these questions. Without a consistently telegraphed vision, FDev is scaring off not only new consumers but existing ones as well. The attrition rate matters as much as the onboarding rate. Cycling in 100 new players a day is meaningless if overall retention is dropping 5% a month.
Now then, back to the OP...what to look for
going forward?
- Center-piece feature FCs delayed again. Three times is a charm for bad juju.
- Communication lockout (which we're possibly entering into. A lockout is usually 6+ months.) This means even the ceasing of standard streams and social media communications at superficial levels. Total lockout. This can build significant hype for a healthy product that usually enjoys positive, transparent communication. That's not this product. A Lockout will build hype for die-hards, but it's a very bad sign from a business perspective.
- Rapid-Fire Patching. A mad dash to clean up ancient bugs implies inability to plan out maintenance. That doesn't spell doom for the product, but it does clearly telegraph the business leadership doesn't have a flying clue of how to do maintenance the right way. That years-old bugs currently exist makes this that much worse.
- New Era Details kept until Q3. This is a big no-no. We're already in crisis mode for information and communication. Holding your cards makes it far worse. Transparent communication, including development struggles, will drastically reduce consumer anxiety. Companies struggle and the gaming industry is well aware of that. Communities are, too. Choosing to hide those struggles clearly transmits lack of trust or engagement with the consumer. If October arrives with no concrete information on New Era, it will do more harm than good regardless of the expansion's actual content.
For me, the biggest concern is that there continues to be a failure to communicate anything of substance on a regular (monthly) basis. Why FDev is fearful of sharing progress reports for large, anticipated or desired features, is beyond me. Even slow progress is a welcome sight to a consumer-base starved for information. There are thousands of studios that have struggled with development and did not lose their consumer-base sharing those struggles. If anything, many of these studios produced astounding products with the financial support of a dedicated consumer-base. FDev is, potentially, missing out here.
On the flip-side, the harsh reality could be that Elite Dangerous is simple not a large enough product to warrant strong development strategy. It doesn't matter it's "where it all started". If Elite lacks the pull of other products, it won't get the resources that
could make it great because the other products
already are great. That's just business. Which leads to the final point:
- If nothing changes: if the current cycle that has existed from Day 1 continues, that's the worst news.
It means Elite will get better, slowly. The community will remain frustrated but only slowly bleed out. The product will be in its maturation stage and heading into decline, milked until the black ink starts to get a little dry. It's just business, and Elite might be there. If 2020 is like 2019, like 2018, 2017, and 2016...
Then 2021 will be the same, too. Bail now, if you're wanting more. If you're satisfied, Elite will likely continue on for many more years as other products sail past it. Just like many other products sailed past World of Warcraft, never killing it because it
didn't need to be killed. WoW is dying a slow death for purely business reasons. It's not sad or unfortunate. It's actually quite a solid strategy, just frustrating for die-hard fans that can't say goodbye and support a new product. That may very well be Elite, too.