Infinity Ward's fourzerotwo thinks devs should 'take control' of marketing
by Ben Gilbert 
{ Oct 26th 2009 at 2:18PM }
Using his own Twitter account as an example, he points out that he has a "direct line to our audience and the press," cutting out the "middleman" of a publisher handling marketing/PR duties. "Not only do we know the game but we know the gamer," he continues. Then he must know about the 160,000 or so people and nearly 600 Diggers upset over his studio's decision to not support dedicated servers on the PC, right? Ahh, the double-edged sword of control: while IW may be the one making vital decisions on its own game, the blame falls squarely on its shoulders when things go wrong.
Gallery: Call of Duty: Modern Warfare 2
Reader Comments (Page 1 of 2)
SpyderTaco (PSN: Ar4chNova89) @ Oct 26th 2009 2:24PM
Yea because if there is anything Infinity Ward has done, it's prevented Activision from whoring Modern Warfare 2.
"Not only do we know the game but we know the gamer,"
So he knows how much "gamers" care about dedicated servers and the ability to use mod tools on the PC versions of their games.
Captain Planet [Planeteer | Power of Captain Planet] @ Oct 26th 2009 3:10PM
EVERYONE STEAL THIS GAME
Darwin @ Oct 26th 2009 3:50PM
I had plans to purchase this on the PS3 so the dedicated servers issue didn't affect me, but all of this negative press has really blown the wind out of the sails of "hype" for me and has caused me to reconsider my purchase. After all it's just another Call of Duty game of the other 5 (?) that are out already. There are a bunch of other fantastic games coming out in the next couple of months that aren't just "copy and pastes" with a few new features added. Maybe I'll pick it up after it's cheap and the ridiculously priced "DLC" is free.
fffunfarm06 @ Oct 26th 2009 4:21PM
This is his secret cry of help that activision has him and his game by the balls and wont let go
jackal @ Oct 26th 2009 4:35PM
SpyderTaco,
"So he knows how much "gamers" care about dedicated servers and the ability to use mod tools on the PC versions of their games." His knowledge seems to be remarkably selective. You know...the kind of selective knowledge where you know you've made a series of terrible mistakes only to then say, "Well....that didn't really happen." or "It's not really an issue." in order to save face. Unless people are singing praises and giving accolades to him or anyone else at Infinity Ward, he seems to be intentionally ignorant of the honest criticisms coming from 100,000+ fans.
Why should he listen to us? It's not like we've bought his previous games in large volumes, making his company reputable, and, ultimately, paying his check every week; the rise of Infinity Ward and the finances that pay for his job are actually products of Unicorn snuggles instead of fans buying their games. As far as the game's concerned, they've just done all they can to make the PC port of Modern Warfare 2 all it can be. It's the perfect game. It's 17% more expensive than it's predecessor was for no other reason than it can be, it has DRM that prevents resale, the modding community was rendered stillborn because charging for "DLC" is much more important than giving the people who actually play the game the ability to give it longer legs, and we're now forced to use some proprietary, halfbaked matchmaking system for two reasons: 1) a cabal of dimwitted idgets who've migrated from the consoles can't find a single game to play (despite the 14,000+ entries they have available) unless someone picks it for them and 2) it's apparently wrong for anyone to play only with their friends/clan while having the best connection possible in their region as a server admin watches the game in order to kick out cheaters who elude Punkbuster. Yep...none of those are honest criticisms or reasons to flip Infinity Ward the bird. /s
DubiousCow @ Oct 26th 2009 2:24PM
Hahahaha Modern Warfare 2 is going to suck.
SpyderTaco (PSN: Ar4chNova89) @ Oct 26th 2009 2:27PM
I predict you will be down-voted to oblivion.
Not because you're wrong, but because you made a negative comment about Modern Warfare 2. That isn't allowed here.
DubiousCow @ Oct 26th 2009 2:29PM
Whole board is babies.
baby sea tuna @ Oct 26th 2009 2:31PM
Shh, don't feed the troll.
Mr.ESC @ Oct 26th 2009 3:34PM
And then Irony!
D dogg @ Oct 26th 2009 3:44PM
Huh, the school-yard must have some new kids in it today... I can literally hear the popular kids scratching their heads in their chairs right now.
Jack_Jackington @ Oct 26th 2009 4:11PM
Suck all the way to the bank, unfortunately
MRLN (The Comment God) @ Oct 26th 2009 4:32PM
I think this unexpected outcome has something to do with string theory.
REP96st @ Oct 26th 2009 11:47PM
2009. the year it was "cool" to hate.
gaddes @ Oct 26th 2009 2:25PM
Honestly they should keep IW away from marketing their own game, since almost every interview or featurette makes one of them look like an arrogant prick. Be a shame to see that leak into their marketing.
SunKing @ Oct 26th 2009 2:53PM
Yup. And god knows Bowling's recent interview on BASH really helped their case. ;)
copa @ Oct 26th 2009 2:58PM
I would have a lot more sympathy for Robert Bowling's comments if they weren't completely hypocritical.
Last year, he announced that Infinity Ward had decided to renew their contract with Activision:
http://www.gamespot.com/news/6193386.html
If Bowling and the rest of Infinity Ward were so confident that they could handle all of the marketing and call their own shots, all they had to do was turn down Activision's filthy blood money and be their own bosses. Or, they could have found another publisher more to their liking.
I despise Activision, but Infinity War is trying to have it both ways. They liked Activision enough to accept ENORMOUS SUMS OF MONEY from these guys, and sign documents that say Activision calls all the shots. But they still continue to bitch about what an awful boss Activision is, as if they had no control over the situation.
Doug @ Oct 26th 2009 3:02PM
Blood money? Are you serious?
Does anyone on this freaking forum have a thing called... a boss? They're known to suck, most of them, but that's the way people make coin on this orbiting rock.
Activision hasn't killed anyone, dude (that we know about). Lighten the hell up.
copa @ Oct 26th 2009 3:07PM
Take a deep breath and re-read, Doug. I was using the term "filthy blood money" facetiously. I don't think anyone actually uses that phrase seriously.
Doug @ Oct 26th 2009 3:11PM
I think you can agree that when the term blood money is thrown around, about a video game publisher... things are getting a bit ridiculous.
Activision is no worse than MS, which we all buy from ($100 wireless adapter?), or EA (yearly Madden cash grab), or any of these other international conglomerates.
Let's let it go, is all I'm saying. We're all hypocrites if we start the morality-issue. They're companies, in business to make money, from us, which they do.
The Dark Wayne [Planeteer: Power of the Batusi] @ Oct 26th 2009 3:59PM
wow, I knew they were haughty douches but I didn't think they were liars. That's some fancy detective work there Copa. If these guys were allowed to do all the marketing for their game i think it would be a shitstorm. Imagine how soccer moms, little kids, and "new madden brah" frat boys would react if they heard the arrogant shit they talk about, especially stuff like their reasons for not having campaign co op or removing a nazi zombies equivalent because they think treyarch is so inferior and they wouldnt waste time on something like that. I dont think it would go over half as well as the shitstorm we have here
Josh @ Oct 26th 2009 4:17PM
"Activision is no worse than MS, ***which we all buy from*** ($100 wireless adapter?), or EA (yearly Madden cash grab), or any of these other international conglomerates."
Wrong.
Doug @ Oct 26th 2009 6:36PM
Josh... you had the start of a counter-argument there ("wrong") but you sorta lost me afterwards... when you stopped... writing.
If you can tell me how MS is much better than Activision in its corporate money grabbing policies, I'd really like to hear it. Same with EA.
Seems to me, all three companies have put out a lot of great stuff--but are constantly grabbing for money they don't earn... like $150 retail for a 120gb HDD.
I'm not saying Activision is better, I just don't get how they're worse. Bobby Kotick? How about MS's Steve Ballmer... They're both the same guy.
Go ahead and white out my posts, I don't care. But I'd appreciate an actual response post once in a while. Something that went beyond one word... maybe.
Pantsparty @ Oct 26th 2009 2:29PM
My hype level has gone from 10/10 to 9/10 after seeing that MW2 has some third person playlists.
Space @ Oct 26th 2009 2:29PM
I completely disagree with him. But I work in advertising so I might be biased.
he might know the game and the gamers but he prob doesn't know the other 14 million average idiots who might buy his game. he should tell an ad agency what he would like so that people who do advertising 12 hours a day can find a happy medium.
remember when they wanted to drop the call of duty brand and just call it Modern Warfare 2? haha that's like Apple releasing anything without "i" or "mac" in front of it
ScottG13 @ Oct 26th 2009 2:31PM
I think he's right. If you're willing to keep marketing experts on staff and let them speak to the audience, you don't need that from the publisher. Especially given the low cost of digital "social" marketing and video interviews and such.
I know everyone (5% of gamers) has their panties in a wad over the server crap, but Bowling has done a good job catering to the audience. MW fans eat this stuff up.
Dirty @ Oct 26th 2009 2:50PM
I disagree. Look what happened with ODST. They tried to make an announcement themselves and I think it really hurt the image people had of the game. Also Silicon Knights were way too visible in the development of Too Human. Every developer wants to shoot of the handle and talk about their game, this results in a lot of confused consumers. Can you imagine if Molyneux didn't have a handler?
ScottG13 @ Oct 26th 2009 2:56PM
Some good points. The ODST issue was because the publisher dropped a turd in their punchbowl. Bungie does a pretty spectacular job interacting with the community on a daily basis. But MSFT definatley does a great job getting Halo games to become mainstream events.
The Silicon Knights issues is mostly Dennis'. He just doesn't know when to stop. He needs to stay off Gaf. He's great with the enthusiast press, though, even if he is a bit wacky. He lets it get personal.
I don't get the sense that Molyneux has much handling. He seems to say whatever he likes and we love him for that.
Randy Pitchford did a great job with Gearbox press this year. Ken Levine is terrific as well. It just takes the right personality. If you're lucky enough to have C-Level talent that can work the press and community, you should leverage them as much as you can afford.
Mr Khan @ Oct 26th 2009 3:04PM
I think in IW's case, it is better that they handle it themselves, being under Activision's heel and all.
maxximo2323 @ Oct 26th 2009 2:36PM
Infinity Ward they gonna be so tired of Activision soon...
Captain Planet [Planeteer | Power of Captain Planet] @ Oct 26th 2009 2:35PM
*ahem*
Fuck you Infinity Ward.
Your pal,
Captain Planet.
Space @ Oct 26th 2009 2:39PM
aww baby needs a nap
AsherR [Planeteer | Power of The Hoff] @ Oct 26th 2009 2:42PM
Pollution control can never sleep, Space. Why don't you try to deal with that burden on YOUR shoulders?
Captain Planet [Planeteer | Power of Captain Planet] @ Oct 26th 2009 2:45PM
Perhaps he's too busy sucking on his mother's teet?
WINterfang ( Now with the power to piss you off ) @ Oct 26th 2009 3:25PM
What's a teet? is it a feet with a nipple in it?
Captain Planet [Planeteer | Power of Captain Planet] @ Oct 26th 2009 5:15PM
Close, it's feet with nipples that you use to tweet with. Shits fucking bonkers man.
RKN @ Oct 26th 2009 2:42PM
I just want to know with the douchey actions they've taken with the PC version, is that Infinity Ward's fault or Activision's?
CaramelZappa @ Oct 26th 2009 2:48PM
I don't think it matters either way. If it's infinity ward then fuck them, but if it's activisions fault then infinity ward can shut up about being in control. Either way, it's not worth paying more for a game that offers less.
Jack Tretton @ Oct 26th 2009 2:42PM
I'm going to start using number names instead of digits.
KeegdnaB @ Oct 26th 2009 2:42PM
IW is simply proving that they hate Actvision as much as everyone else on the planet.
I wouldn't be surprised to see the whole team up and quit as soon as they can and start a new, independent studio. Then we call all stop caring about activision at all.
CaramelZappa @ Oct 26th 2009 2:44PM
How can he seriously say that they know the gamers after announcing the cut of dedicated servers? Unless they mean they know that a lot of the gamers are going to buy the game even though they're pissed off.
Maulok @ Oct 26th 2009 2:45PM
How much marketing has really been needed for this game? Mainstream hears "another Call of Duty" and they buy it. Hardcore hears "another game by IW" and they buy it. It basically sells itself before a screenshot is released.
baby sea tuna @ Oct 26th 2009 3:10PM
Honestly, based on the past 2 games I've played by them, IW could just put a date (no name, just a date) up on a commercial and I'd preorder it.
Darth Bradwart, Dark Lord of the Sith @ Oct 26th 2009 2:49PM
Actually, I think IW's comments have made me LESS likely to buy the game. There's some major arrogance coming out of that studio at the moment.
Special Agent Steve @ Oct 26th 2009 5:32PM
Yes, they are being complete douches. Honestly, I decided I'm going to torrent the game first, THEN decide if I like it. So far, my money has gone to L4D2, Borderlands and Assasins Creed 2.
Sorry IW, but in order for me to buy your product, I have to gain SOMETHING from it. No dedicated servers=lackluster multiplayer.
At the worst, I'll rebuy the game to play online when it goes on sale. i.e Two years.
Azerael @ Oct 26th 2009 10:38PM
Why bother buying MW2 at all Steve? The only thing worth playing now is the single player, may as well just torrent it, beat the SP, and delete the shit.
Frostfell @ Oct 26th 2009 2:53PM
true, though I'd argue that Activision was quick to absolve itself from blame on this whole dedicated servers fiasco. I certainly agree that developers should take more charge in their marketing efforts, perhaps an in-house team would suffice...
Brazell @ Oct 26th 2009 2:52PM
Creative folks always want to cut out the marketers, but as someone who directly works in marketing, the fact is, there is a need for us. You, as the creator, know a specific section of your audience, but markets know a more general audience... it's what they do for a living. Just as how I'm sure developers don't like it when marketing and PR types interfere in the development of the game (ie, "people really like quick time events -- look how great they were in RE4!!"), marketers don't want to be interfered with by the developers.
There seems to be a trend lately of game developers thinking that they are the ubermensch. I'm thinking of this article and the one from a few weeks back where some developer thought that blogs and game journalism should be by other game developers because "they get it." The fact is, you're developers and designers for a reason -- not marketers and journalists.
End soapbox.
Space @ Oct 26th 2009 3:22PM
yeah I agree 100%, I posted pretty much the same thing.
the gamers that he "knows" are the people that were already aware of this game a year ago.
Courtney @ Oct 26th 2009 3:46PM
"I'm thinking of this article and the one from a few weeks back where some developer thought that blogs and game journalism should be by other game developers because "they get it."
You've misquoted/misinterpreted that. The guy who said that has been a game journalist and a game designer and in an interview he was asked about how he felt one informed the other. He thought that each experience had helped him be better at the other, and that he thought more people in the enthusiast press ought to try their hand at game design (he did say it in an over-the-top manner, but he was just using some hyperbole).