Namco: Enslaved was launched at the wrong time
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Hindsight being 20/20, Namco Bandai's execs had some choice things to say about Ninja Theory's Enslaved, a game that was hailed by many critics but failed to garner commercial success. President Makoto Iwai told Siliconera that despite the poor sales figures, he's proud of the publisher's ability to get it off the ground. "Results are everything for a business unit, so we have to face it. But, we are proud of ourselves for being able to launch that game," he said.
But the most telling comments came from VP of marketing, Carlson Choi, who pegged it all on poor timing. "It launched in the midst of a busy holiday season." He went on to say that while the game "had the quality needed to address gamers," it ultimately came down to "getting into the market at the right time." When it launched on October 5, Enslaved had some tough competition in Castlevania: Lords of Shadow, Def Jam Rapstar, NBA Jam and NBA 2K11 that week alone -- the following weeks would see the launch of several big hitters, including Medal of Honor, Need for Speed: Hot Pursuit and, of course, Call of Duty: Black Ops.
As for the prospect of an Enslaved sequel, Choi isn't ruling it out. "I can assure you, a title like Enslaved, and every title we've worked on in the past, we're going to re-examine them and say what is the potential for the game?" Namco showed interest in a sequel back in October, but that was before the sales figures came in.
But the most telling comments came from VP of marketing, Carlson Choi, who pegged it all on poor timing. "It launched in the midst of a busy holiday season." He went on to say that while the game "had the quality needed to address gamers," it ultimately came down to "getting into the market at the right time." When it launched on October 5, Enslaved had some tough competition in Castlevania: Lords of Shadow, Def Jam Rapstar, NBA Jam and NBA 2K11 that week alone -- the following weeks would see the launch of several big hitters, including Medal of Honor, Need for Speed: Hot Pursuit and, of course, Call of Duty: Black Ops.
As for the prospect of an Enslaved sequel, Choi isn't ruling it out. "I can assure you, a title like Enslaved, and every title we've worked on in the past, we're going to re-examine them and say what is the potential for the game?" Namco showed interest in a sequel back in October, but that was before the sales figures came in.
Reader Comments (83)
Posted: Feb 11th 2011 10:05PM maver1ck89 said
Yes. Yes it was.
Posted: Feb 11th 2011 10:52PM The Wicker Man said
@maver1ck89. Last sentence needs to be proof read! (In the article)
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Posted: Feb 12th 2011 5:50AM Fullmetal Salchemist said
@maver1ck89
I agree. It was launched at the wrong time. If by "wrong time" they mean "ever."
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I agree. It was launched at the wrong time. If by "wrong time" they mean "ever."
Posted: Feb 11th 2011 10:09PM Dayvido said
Enslaved is a great game! Lets hope for a part 2 :-)
Posted: Feb 12th 2011 7:27AM Chris DPSN AggieCEO XBLThe Aggi said
@Dayvido I hope they make a part 2 that explains that FKUCED up ending....
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Posted: Feb 12th 2011 9:57PM Chareth Cutestory said
@Chris DPSN AggieCEO XBLThe Aggi
What's there to explain? The ending is a metaphor for your experience with the game.
None of it makes sense sense and you don't know why you're doing any of the things you're doing, but its all so pretty that you just can't stop.
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What's there to explain? The ending is a metaphor for your experience with the game.
None of it makes sense sense and you don't know why you're doing any of the things you're doing, but its all so pretty that you just can't stop.
Posted: Feb 12th 2011 9:58PM Chareth Cutestory said
@Chareth Cutestory
One "sense" too many, old bean.
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One "sense" too many, old bean.
Posted: Feb 13th 2011 3:39AM SoCoolCurt said
@Dayvido
yea Enslaved took me some time to get into. i bought it cheap on Amazon and really didn't like it at first, but the more i played, the more it grew on me and i was really enjoying it by the end. the first one certainly released at a bad time but i'd be game for a sequel.
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yea Enslaved took me some time to get into. i bought it cheap on Amazon and really didn't like it at first, but the more i played, the more it grew on me and i was really enjoying it by the end. the first one certainly released at a bad time but i'd be game for a sequel.
Posted: Feb 11th 2011 10:12PM kojo87 said
i rented this and its a very solid game. i didn't get to finish it so i might pick it up soonish. i would love to see a sequel.
Posted: Feb 11th 2011 10:12PM wcarnation said
You know, if publishers and developers spent as much time bellyaching about the sales of games already released they might make a game that sells a lout.
Posted: Feb 12th 2011 2:50AM phatman516 said
@wcarnation
if u spent as much time learning to type as developers do, learning to type, then u might know u spelled a lot wrong.
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if u spent as much time learning to type as developers do, learning to type, then u might know u spelled a lot wrong.
Posted: Feb 11th 2011 10:18PM andrewpoe said
The problem is there really isn't a right time to launch a game -- you can launch the game too early in the year and no one gets it or buys it (or they wait until Christmas deals). Launch it in October/November and you have to worry about the latest COD/Halo/EA blockbuster game.
I think the perfect time to publish a game is after tax season -- look at Red Dead Redemption's numbers. People used refund money to buy it. I liked the demo of Enslaved and I bought it -- but I wished Namco didn't drop the price so quickly on it. It was like they were in panic mode as soon as the game launched.
I think the perfect time to publish a game is after tax season -- look at Red Dead Redemption's numbers. People used refund money to buy it. I liked the demo of Enslaved and I bought it -- but I wished Namco didn't drop the price so quickly on it. It was like they were in panic mode as soon as the game launched.
Posted: Feb 12th 2011 12:16AM mywhitenoise said
@andrewpoe
Summer. Absolutely NO competition, kids are out of school, it's too hot to go outside...I don't see why marketers DON'T realize this!
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Summer. Absolutely NO competition, kids are out of school, it's too hot to go outside...I don't see why marketers DON'T realize this!
Posted: Feb 12th 2011 3:01PM Jack Kevorkian said
@mywhitenoise yeh but if you have a hit during the christmas season you are rolling in money.
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Posted: Feb 11th 2011 10:22PM kentuckyfried said
@ Carlson
No kidding, Captain Obvious. *facepalm*
No kidding, Captain Obvious. *facepalm*
Posted: Feb 11th 2011 10:22PM Raffi256 said
Yeah the demo was fun just never got around to picking it up.
Posted: Feb 11th 2011 10:23PM KungFuChaosNinja said
Enslaved was one of the finest gaming experiences I've ever had.
Trip is easily the best female character in a gamer since Alyx Vance.
Please develop Enslaved 2, Ninja Theory. Please publish Enslaved 2, Namco. It just needs to happen.
Hell, I love Andy Serkis, but I'd love to see a game with Trip as the playable character.
Trip is easily the best female character in a gamer since Alyx Vance.
Please develop Enslaved 2, Ninja Theory. Please publish Enslaved 2, Namco. It just needs to happen.
Hell, I love Andy Serkis, but I'd love to see a game with Trip as the playable character.
Posted: Feb 11th 2011 10:26PM KungFuChaosNinja said
@KungFuChaosNinja
*game
I forgot about Faith from Mirror's Edge. She deserves a mention as well.
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*game
I forgot about Faith from Mirror's Edge. She deserves a mention as well.
Posted: Feb 12th 2011 2:56AM ArcaneAmoeba said
@KungFuChaosNinja
Mirror's Edge definitely needs a sequel. It was a great concept and a great game, but not as great as it could be. If they hyped up a sequel I think they could easily achieve a lot of success. Some games just need to be eased into the market slowly. I think both Enslaved and Mirror's Edge were those types of games (though I haven't played Enslaved).
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Mirror's Edge definitely needs a sequel. It was a great concept and a great game, but not as great as it could be. If they hyped up a sequel I think they could easily achieve a lot of success. Some games just need to be eased into the market slowly. I think both Enslaved and Mirror's Edge were those types of games (though I haven't played Enslaved).
Posted: Feb 11th 2011 10:27PM Vidikron said
I didn't really see the appeal of the game. I thought the demo was kind of dumb, so never bothered with the full game.
Posted: Feb 12th 2011 10:01PM Chareth Cutestory said
@Railgun
Welcome to the minority.
The plot of Enslaved is garbage. I can't be any more gentle than that, because it is. Its like they couldn't decide if they were ripping off Terminator or The Matrix, and in ripping off both they neglected anyone's motivation for doing anything.
Nothing that happens in that game makes sense.
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Welcome to the minority.
The plot of Enslaved is garbage. I can't be any more gentle than that, because it is. Its like they couldn't decide if they were ripping off Terminator or The Matrix, and in ripping off both they neglected anyone's motivation for doing anything.
Nothing that happens in that game makes sense.
Posted: Feb 11th 2011 10:28PM imurray said
This sort of thing is exactly why I am glad I have GameFly.
I can try out games that I might otherwise be reluctant to buy (like Enslaved), and then I don't feel any buyer's remorse when the game turns out to be less-than-stellar (again, like Enslaved).
I don't think this game was necessarily released at the wrong time, but the repetitive gameplay and fighting sequences sure didn't help it any.
I can try out games that I might otherwise be reluctant to buy (like Enslaved), and then I don't feel any buyer's remorse when the game turns out to be less-than-stellar (again, like Enslaved).
I don't think this game was necessarily released at the wrong time, but the repetitive gameplay and fighting sequences sure didn't help it any.
Posted: Feb 11th 2011 10:29PM Dopple Boppler said
Yeah...I feel like Enslaved would have been a perfect spring or (more likely) summer game. Then again I'm not sure that would help the current mindset of B-tier games not being worth it without multiplayer
Posted: Feb 11th 2011 10:36PM OrangeGamer said
I haven't played it yet, because the art kinda threw me off. Yeah, weird reason. People around me were also saying it was "worth a rental at best" so I avoided it.
BUT, after reading an ImagineFX article about the details of getting the concept art the way it was, and their actual review of the game it seems kinda fun. I'll probably pick it up.
BUT, after reading an ImagineFX article about the details of getting the concept art the way it was, and their actual review of the game it seems kinda fun. I'll probably pick it up.
Posted: Feb 11th 2011 10:36PM cesaria said
I just picked this up today and it's such a great game. They've already got my cash if they decide to make another one. Please?
Posted: Feb 11th 2011 10:42PM jtrjuwrue5iiejie5ijeie3i5 said
I bought Castlevania: LOS instead of Enslaved.
My friend bought Enslaved instead of LOS.
After we both beat our respective games we traded.
After we had finished each others games, we agreed that we were both kinda disappointed in Enslaved as we were both extremely excited for it to come out.
The ending was really cool, but there were a lot of things that I can nitpick about and overall my experience with that game wasn't nearly as solid as i was expecting.
If they make a sequel, I'd probably keep it on my radar but I probably wouldn't buy it until it's $30 or less.
My friend bought Enslaved instead of LOS.
After we both beat our respective games we traded.
After we had finished each others games, we agreed that we were both kinda disappointed in Enslaved as we were both extremely excited for it to come out.
The ending was really cool, but there were a lot of things that I can nitpick about and overall my experience with that game wasn't nearly as solid as i was expecting.
If they make a sequel, I'd probably keep it on my radar but I probably wouldn't buy it until it's $30 or less.
Posted: Feb 11th 2011 11:16PM laser beams said
@jtrjuwrue5iiejie5ijeie3i5
me and my friend did the same thing- only we both thought that Castlevania kinda sucked. different strokes for different folks...
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me and my friend did the same thing- only we both thought that Castlevania kinda sucked. different strokes for different folks...
Posted: Feb 12th 2011 12:09AM KungFuChaosNinja said
@jtrjuwrue5iiejie5ijeie3i5
I bought both. Enslaved was/is fantastic. Lords of Shadow could've been the same. It had a lot going for it. However, there are just too many poor design decisions littered throughout Lords of Shadow. Also, Lords of Shadow was one of the few games that seemed far too long for its on good. There was just too much filler. It could've been cut in half and been a better for it. The pacing was totally off for a good majority of the game.
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I bought both. Enslaved was/is fantastic. Lords of Shadow could've been the same. It had a lot going for it. However, there are just too many poor design decisions littered throughout Lords of Shadow. Also, Lords of Shadow was one of the few games that seemed far too long for its on good. There was just too much filler. It could've been cut in half and been a better for it. The pacing was totally off for a good majority of the game.
Posted: Feb 12th 2011 7:14PM Brother Unit No 4 said
@Noksukow
Isn't that kind of a major problem for a game though?
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Isn't that kind of a major problem for a game though?
Posted: Feb 11th 2011 10:43PM (Unverified) said
Yeah it launched in a very busy schedule for top releases. Trip is easily enjoyable than most female protags, and not completely weak either!
Posted: Feb 11th 2011 11:01PM SirUrza said
This is a joke right?
Def Jam Rapstar, NBA Jam and NBA 2K11? Really Namco... REALLY? People that play those games before Castlevania aren't going to buy Enslaved no matter what week you release it.
And then you blame games that haven't come out yet too? How about the fact the there was no mainstream interest in the game? You didn't spend any money making gamestop advertise the@#$% out of it.
Your only competition was Castlevania and they spent the money making sure people knew the game was coming out.
Def Jam Rapstar, NBA Jam and NBA 2K11? Really Namco... REALLY? People that play those games before Castlevania aren't going to buy Enslaved no matter what week you release it.
And then you blame games that haven't come out yet too? How about the fact the there was no mainstream interest in the game? You didn't spend any money making gamestop advertise the@#$% out of it.
Your only competition was Castlevania and they spent the money making sure people knew the game was coming out.
Posted: Feb 12th 2011 6:30PM SuperWoody64 said
@SirUrza
I like how Namco blames releasing a game in the wrong time frame as the reason for poor sales. Like they're a new publisher or something... Stupid. I wish game companies would stop releasing crap and complaining and stop complaining when people don't buy decent games. I work at GameStop, I don't think I'd have 5 people come in in a day that have ever heard of this game let alone would buy it.
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I like how Namco blames releasing a game in the wrong time frame as the reason for poor sales. Like they're a new publisher or something... Stupid. I wish game companies would stop releasing crap and complaining and stop complaining when people don't buy decent games. I work at GameStop, I don't think I'd have 5 people come in in a day that have ever heard of this game let alone would buy it.
Posted: Feb 11th 2011 11:05PM Rankore said
I loved Enslaved I would by the sequel on day one.
Posted: Feb 11th 2011 11:05PM Hong Dong said
To be honest though, it's hard for new IP's to breakthrough these days. Both because of the economic climate and the fact that people are more invested with brands that they know. Having said that, without new IP's the industry would become stale very quickly.
I don't know if there is ever a good time to release a game. Fall/winter/spring seem to be the key markers now for games; anything outside of that risks getting lost as people are less likely to game in the summer months. RDR (and I guess LA Noire) are the exception but then they are coming from an established core of Rockstar and people who buy their games know what kind of product they are getting.
I do hope there is an Enslaved 2 though. It would be a shame if this was the last we saw of them. I could easily have a sequel before I set eyes on another CoD.
I don't know if there is ever a good time to release a game. Fall/winter/spring seem to be the key markers now for games; anything outside of that risks getting lost as people are less likely to game in the summer months. RDR (and I guess LA Noire) are the exception but then they are coming from an established core of Rockstar and people who buy their games know what kind of product they are getting.
I do hope there is an Enslaved 2 though. It would be a shame if this was the last we saw of them. I could easily have a sequel before I set eyes on another CoD.
Posted: Feb 11th 2011 11:11PM laser beams said
the gaming community: Duh.
Posted: Feb 11th 2011 11:11PM Lerkero said
Publishers need to realize that September-December is the time for established titles to sell. You should not be trying to release an unknown game at the same time that dozens of well known games are being released.
Sell more games during the spring and summer.
Sell more games during the spring and summer.
Posted: Feb 11th 2011 11:44PM drizztrocks said
Not to mention it was launched after the DmC trailer. I am sure the hate from that and the general Bamco hate because this was meant to show that western games sell more than Tales of series. Well its definitely the reason I will never ever buy this game ...
Posted: Feb 12th 2011 7:07PM Liquidfingers said
@drizztrocks
so you're deciding not to buy a game because of a stupid ass trailer for another game that has always been hit-or-miss anyway? c'mon...you can easily find enslaved for $20 now, and at that price it's well worth it, trust me.
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so you're deciding not to buy a game because of a stupid ass trailer for another game that has always been hit-or-miss anyway? c'mon...you can easily find enslaved for $20 now, and at that price it's well worth it, trust me.
Posted: Feb 11th 2011 11:51PM Mister Darcy said
"You were launched at the wrong time?!" Cried Split/Second, Blur, Alan Wake and Quantum of Solace.
Posted: Feb 12th 2011 12:17AM Nfinit said
Would the "right time" have been to wait for Ninja Theory to produce a fun game instead of what they actually released?
Posted: Feb 12th 2011 10:13PM Chareth Cutestory said
@Nfinit
They could've tempered our expectations by renaming it "Enslaved Forever."
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They could've tempered our expectations by renaming it "Enslaved Forever."
Posted: Feb 13th 2011 6:08PM mgsbigboss said
@Nfinit Looks like the "unprofitable" Heavenly Sword did better than the would be "profitable" multi-platform game. Ninja Theory will fail again when they reboot DMC and continue not to care what fans think of the game or the new Dante.
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Posted: Feb 12th 2011 12:18AM hiruuamon said
DUH, YA THINK...look at all of this dead space over the past 2 months with weeks going by without major releases. It's is jsut stupid to try and launch a new franchise IP during the holiday season, unless you have ALOT of backing.
Posted: Feb 12th 2011 12:27AM HardBoiled2009 said
yea sure " the wrong time " maybe the game wasn't that good. i never played it and have no intention of playing it as i doesn't have my interest.
Posted: Feb 12th 2011 12:33AM poopdedoop said
I actually just bought the game today.
I played the demo when it came out, but alas I was more excited for Lords of Shadow.
I'm really glad I got around to buying the game, so far it's as great as I've heard.
I played the demo when it came out, but alas I was more excited for Lords of Shadow.
I'm really glad I got around to buying the game, so far it's as great as I've heard.
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