DayZ creator Dean Hall has spoken about the rise of digital distribution and open platforms. Speaking at Eurogamer Expo, he indicates big publishers have to rethink their method of attack for the next generation.
Hall indicates he will never be swung by the lure of mass marketing and money.
”When we had a lot of publishers come to us with the DayZ project and say, ‘we want to be involved’, I had to say to them, ‘well, what will you provide?’ They said money, marketing, retail placement and all of that.”
”We don’t see our product at retail. We don’t need money. So then we don’t need marketing. People don’t want to see ‘DayZ: brought to you by x-brand.’ These publishers are in danger of being irrelevant, but at the same time they can provide a lot of specialist assistance, or technology assistance.”
He concludes by suggesting a change in strategy for the well known publishers.
”But I think everyone in the development side of it needs to take a good hard look, especially if Sony and Microsoft say, ‘we want to focus on innovation’. If I were them I’d be looking at Steam going, ‘woah. Steam makes it oh-so-easy for developers.”
Does Hall have a point?
