Game Director from Hell - Chapter 42: Release (1)

“Wow, the reaction is incredible.”

James’ broadcast was followed by the community reactions that Han Seorim had voluntarily compiled and delivered to me the next day.

Overwhelmingly positive steam reviews.

While hiding the most important elements, it had achieved remarkable marketing.

In essence, it could be said to be the king of viral marketing.

It concealed many things, creating anticipation in the process. It presented information in puzzle-piece format, leaving it to the players to find the pieces, thereby maximizing the game’s interest, excitement, and passion.

This kind of marketing was impossible at the level of Rewind Studio.

Such marketing could only be done with the existence of a massive fandom.

But there was one reason why this was already possible.

“I didn’t know this person would step up.”

I stared intently at the email inbox displayed on my monitor.

There, a short email from across the Pacific was pinned.

『From, Aldred Russo

see you soon.』

Aldred Russo.

He was the greatest game director of all time and the future creator of legends in the gaming world.

In other words, the senior who had led me down this path had sent me an email.

I was deeply moved.

Because the work that had planted the dream of becoming a director in me was his “Ruin Crusader.”

And now, I realized something.

The identity of the person who had taken a closed beta key for the purpose of criticism through the gaming magazine “On Game” was none other than him.

That was the problem.

I began to think about why someone like him would pay attention to a game from a small company like ours.

In the end, the conclusion would converge to one point: “Han Seorim.”

Another name for Lost Kingdom.

Perhaps Aldred had discovered that Han Seorim at this point was like what I had been.

“No, it’s too early to be sure.”

But even if that was the case, I had no intention of handing her over.

Han Seorim was the most powerful weapon I could use.

So I pushed aside my confused thoughts and read the email again.

His email translated literally meant “See you soon.”

It didn’t mean he was coming to Korea.

Rather, it was a confident statement because he knew me quite well.

Well, who knows what kind of person my role model is?

“What an eccentric guy.”

Aldred Russo was arrogant.

No, he was a person born with a talent that couldn’t be called arrogance.

He definitely had as much pride as the achievements he had accomplished, and that’s why he had a history of causing various incidents in the media.

One of the most famous things he had said was:

“I don’t bow down to other directors. That would mean my game is less great than theirs.”

He said this in a live interview six months before the release of “Lost Kingdom,” drunk.

Even though it was a statement that could have caused a controversy, it didn’t last long, for one reason.

He proved that his game was indeed great.

“Yeah, if I had made that, I’d say the same thing.”

It was what Jo Ayoon had said after the success of Lost Kingdom.

That’s right.

He had created a masterpiece.

With the confidence and ego that came from creating such a masterpiece, and as a person who lived drunkenly, he was coming all the way to Korea?

“It’s not even funny.”

Let’s translate Aldred Russo words into his language:

“He praised my game. It must have suited his taste.”

Aldred is a person who believes that his own preferences are synonymous with justice. If that’s not the case, he is the type of person who would say the world is wrong. So, he has predictable aspects to the situations that form in Aldred’s mind.

“An awards ceremony.”

My game will be nominated for Indie Game of the Year.

Naturally, I will be heading to North America for the awards ceremony.

Aldred must be trying to meet me in that situation

“But…”

The truth is, I can only find out once I have actually stood on that award stage. I excluded any emotional stories beyond that. I just thought about how I could use this situation to my advantage.

Whatever happens, one card is definitely in my hand.

“Alred Russo’s endorsement.”

It felt like a poisoned chalice. Respecting a game that hasn’t been released is a risky Endeavor. Especially when it carries the weight of its reputation.

He must know this fact, and yet he acted as he pleased.

“Isn’t this stressful?”

Even if I interpret it with such intentions, it wasn’t a stretch. It’s okay to feel bad. But…

“It’s subjective. That evaluation.”

As mentioned earlier, respecting a game that hasn’t been released carries risks. On the other hand, there is a reward worthy of those risks. High risk, high return. This is a sweet honey worth taking the risk for. There was no reason not to play the card.

“Seorim.”

“Yes?”

“Let’s have one more event.”

There is one strategy. Taking advantage of Alred Russo’s endorsement to attempt aggressive marketing.

“We need to increase the initial sales figures. Aim for an even more explosive success.”

As quickly as possible, as many as possible. In other words…

“Let’s break the all-time indie sales record.”

Record-breaking, a direct challenge.

There is a saying that the thirsty man buys the well. After the release of the widely considered worst internet broadcast ever. (though internet broadcasting history is very short)(users who had been waiting for the release since James Han’s Hellic 2 closed beta said that)

“(Info) Lord of the Blood Rainforest: I got a recording of James’s broadcast from the North American community.”

Users started analysing the broadcast recording in any way they could to extract meaningful information, even though cinematic scenes that were completely skipped or Butterfly’s lines which couldn’t be obtained.

Still, if you tried to analyse it, there was quite a bit of meaningful information.

“FlowerJaehuiPlumLips: I got the ‘Grappling Hook’ route build.

(Screenshot of the recording growth tab)

From just looking at the icons, I’m not exactly sure, but the order seems to be correct. You can get a rough idea of the farming locations by watching in-game footage, right?

It seems like the ‘Grappling Hook’ build is one of the three major builds after the demo version.”

Because Hellic’s item growth system is displayed in a mind map format, this analysis was possible.

James’s build became known among users as the “Grappling Hook” build. In fact, the diversity that was not revealed in the demo version had been uncovered, and since there was a guarantee that the information was not wrong, user analysis was quite active.

<Comment>

TwithoutClouds: Oh, okay.

┕FlowerJaehuiPlumLips: Did I get it right?

┕TwithoutClouds: No validation lol.

ArmyEnlistmentDelayChecker: Can you do a drug build? That’s what I was most curious about.

WaitingforHellic2: James is a jerk.

“TwithoutClouds” either ambiguously or quite clearly indicated the truth or falsehood of the analysis in response to analysis comments. Core information was still hidden, but the community users were quite excited with just this much information.

In any case, in addition to the build, there was another revealed fact.

“S2 Poppy S2: Gimmick Analysis!

(Attached a screenshot to Chapter 2 pillar)

After watching the recording several times, I spotted the gimmick in Chapter 2!

It seems like you can defeat monsters near the pillars and farm through the pillars!

If you look closely, before touching the pillar, James eats an herb…”

This was an analysis of the main gimmicks in each chapter.

Apart from what was revealed in the demo version, the fact that each chapter had unique gimmicks intrigued the players awaiting its release.

<Comments>

Lord of Bangbaedong: It certainly looks plausible.

ClearWithoutT: Did you receive the Closed Beta key?

WaitingForHellic2: James is such a jerk.

Almost two weeks passed, and players spent their time importing analysis posts from North America to uncover the secrets of Hellic 2.

It was an effort by players to relieve the burning anticipation.

But waiting was such a thing.

Because the essence of waiting was always an unrequited longing, it was a feeling that always pierced the heart.

The backlash was slowly building up.

(Chatter) WaitingForHellic2: Ah… When will it finally come out?ㅠ

Waiting was becoming tiresome.

One day in August, opinions like that began to emerge.

An official post appeared on Rewind Studio’s official social media account.

“It was perfectly timed news.

D-47.”

A single line of text, and no one was clueless about what it meant.

WaitingForHellic2: It’s here!!!

The release date was announced.

Finally, the long wait was coming to an end.

Of course, if the news had stopped there, it would have led to more discontent.

Studio Rewind was wise in that regard.

In other words, they knew how to turn dissatisfaction into enthusiasm.

One week exactly after the release date was revealed, the director stepped in.

“I am Director Cheon Yeonho.

First of all, I want to thank all the users who have been waiting for Hellic 2. Thanks to your support, we have confirmed the release date for Hellic 2.

As with the previous instalment, the game will be released on Steam at a price of $19.99.

Your interest and love, from the demo version to the Closed Beta, have always been our strength.

No amount of thanks would be enough.

Therefore, our company has prepared a small event to show our gratitude.

Below is the event information.

<Find the Hidden Piece!>

Hellic 2 has prepared an additional hidden route, apart from the designated endings.

The difficulty level is extremely challenging, somewhat tamer than the Cancer Giant from the previous game.

However, it’s not a mission to clear that hidden route in the first place. We made it a difficulty level that cannot be cleared just for the fun of it.

The mission is to find the hidden route, take a screenshot of the scene when you enter it, and share it on our official social media along with your thoughts on the game.

The event will run for two weeks from the release date.

We plan to reward the top 30 participants who leave the most impressive feedback with an Alice figurine and some additional merchandise, following the great response from the Closed Beta event.

We ask for your active participation.”

News of the release event spread both domestically and internationally.

The reactions were explosive.

(Chatter) WaitingForHellic2: This is it!!!

(Chatter) PostponingMilitaryService: Can’t wait for the merchandise! LOL

(Chatter) ClearWithoutT: I didn’t even know there was a hidden route -_-

(Chatter) zZoneHanSoo: Haha, Alice figurine is here!

(Chatter) Lord of Bangbaedong: Essentially, it’s a feedback event. Since the process of entering the hidden route will have to be disclosed. Sounds good, I might participate too.

New merchandise was revealed, along with the release and giveaway of new merchandise. A tight goal to clear a game with significant content in just two weeks, along with tackling the hidden route.

It was an event that couldn’t be achieved without genuine effort.

But if it was sincere, it was an event worth the challenge.

The game had already been validated through several events. All that was left for the players was to prepare for the upcoming day by clearing their schedules and making sure their wallets were ready.

(Chatter) WaitingForHellic2: Move aside! The merchandise is mine!!!

Someone (a duo of enthusiasts) had to painstakingly read through countless review posts and select the recipients, but that wasn’t their concern.

***

The marketing built anticipation until the very end, matching the release date day by day.

Someone in the industry praised Yeonho’s strategy.

“It’s one of two things. Either they lacked the backing to bring up the initial sales to that extent and used the marketing tactics, or they’ve made an incredibly remarkable game that can handle the aftermath of such a push. Initial sales are like that. You sell a lot at first, and if the results aren’t good, you face backlash.

So, I think it’s the latter. After all, Aldred Russo highly praised the game, right? The chances of success are high. If it really succeeds, it’ll become a legend in the indie industry. What if it’s the former? Well, we’ll applaud that too. Planning a scheme of this scale is also a talent, isn’t it?”

Now, the moment of truth was right around the corner.

Finally, D-day arrived.

There was no need to elaborate on the details of the process; it would take less than a month to explain all the events and incidents that occurred.

So, it was best to simply state the outcome.

October 12th, midnight, according to Korean time.

The release time of Hellic 2.

The result was dramatic.

(Chatter) WaitingForHellic2: Is it just me, or you cant access the purchase page right now?

The Steam server crashed.

Only on Hellic 2’s purchase page.