'War Z' Game Producer Lists Non-Existent Features, Blames Customers' Eyesight And Overactive Imagination
from the self-immolation-as-'customer-service' dept
As has been discussed here many times, screwing up in public is rarely pleasant, but if the one screwing up takes fast, direct action to respond to the problem and handles complaints with the right blend of contrition and forthrightness, damage will remain minimal. Not only that, but considering that contrition and forthrightness are a rarity in an era where companies sue individuals for writing bad reviews, this sort of action often sees the erring person/company earning praise and new customers for taking the road less traveled.For zombie-shooter "The War Z," everything that could be handled badly was, starting with a rushed development cycle that resulted in a game that underdelivered and overpromised. Things went from bad to worse when executive Sergey Titov decided to blame his games' issues on the now-angry customers.
The first misstep was releasing the game in beta state while still expecting customers to pay between $14.99-49.99 for the dubious privilege of traipsing around an underpopulated MMO with only the promise of more and better features somewhere down the road, most of which will require additional payment. Considering the game went from alpha to "worth actual money" in under two months (beta began on October 10th), the supposedly "worth paying for" version seemed a bit, well, unpolished, to say the least.
It seems that the description put on Steam was a touch… exaggerated, perhaps listing what the game is eventually planned to include, rather than what’s in there right now. And it didn’t even mention that the game is not yet beyond beta. Claiming to feature “areas between 100 to 400 square kilometers”, the game in fact currently only has one map, and it’s 72 square kilometers.* It listed itself as having private servers, which it does not. And it sold itself as having skills to buy with experience points, despite the game having no skills at all. An imaginary “hardcore mode” was listed, and it claimed the complete rubbish that 100 players could join a server when the limit is 50.*According to PCGamesN, the actual size of the map is considerably less than that -- 9.7417 sq km.
Pretty much nothing was true other than you could, if you so desired, throw money away on a beta version masquerading as finished product. Naturally, customers were unhappy and took the the forums to express their displeasure. That's when executive producer Sergey Titov waded into the fray, offering the sort of apology that lays the blame at the feet of those being "apologized" at.
“We’ve taken steps to correct this and format information presented on our Steam Store page in a way so it provides more clear information about game features that are present in the Foundation Release and what to expect in the coming weeks.Rock, Paper, Shotgun suggests this might be a translation issue (ha!). Perhaps Titov meant "miswrote." Gamespy followed up on Titov's statement, giving the producer a chance to actually apologize for the missing features. No dice.
We also want to extend our apologies to all players who misread infromation about game features.”
“I’m sure there’ll be people who will look into small details and will say “no I was mislead,” where in fact they imagined something to themselves without checking details first.”RPS thoughtfully grabbed a screenshot of the empty promises for posterity, giving all of us a chance to "imagine" a set of features that aren't actually included in "The War Z."
Titov also added: hey, if you don't like it, go get a refund. Well, sure. That's what the process is for, even if getting a refund for digital purchases is about as fun as playing an insta-fail escort mission that involves herding story-dependent cats through a catnip-laced minefield.
So, naturally, people made attempts to get their money back, only to find out that the terms of service (whatever wasn't copied directly from the "League of Legends" terms of service) now contained language stating that agreeing to the TOS waived their right to a refund.
ONCE YOU AGREE TO THIS TERMS OF SERVICE AND THE END USER LICENSE AGREEMENT FOR THE GAME (THE "EULA") AND SERVICE FOR THE GAME COMMENCES, YOU WILL NO LONGER BE ELIGIBLE FOR A REFUND FOR ANY AMOUNTS OR OTHER CONSIDERATION PAID BY YOU FOR THE USE (OR FUTURE USE) OF THE GAME CLIENT OR THE SERVICE.All of this added up to "The War Z" being removed from Steam and Steam itself is offering refunds to unhappy customers.
Because of these actions, Titov's reputation is currently being burned to the ground (often with Titov himself pouring the gasoline) and sown with salt, something that could have been avoided with an actual apology. Kotaku's roundup of news surrounding "The War Z" grows longer by the day, detailing further hole-digging by the producer, including asking forum users to "upvote" his game at Metacritic (where it currently carries a 1.5/10 rating) as well as preventing members of the game's Steam message board from detailing why they have quit the game.
All it would have taken is for the producer to state the game had been prematurely released and pulled it back until it could actually meet the specifications it posted. Or failing that, released with an altered, realistic set of features. Instead, Titov decided to accuse customers of "misunderstanding" a completely unambiguous features list.
Thank you for reading this Techdirt post. With so many things competing for everyone’s attention these days, we really appreciate you giving us your time. We work hard every day to put quality content out there for our community.
Techdirt is one of the few remaining truly independent media outlets. We do not have a giant corporation behind us, and we rely heavily on our community to support us, in an age when advertisers are increasingly uninterested in sponsoring small, independent sites — especially a site like ours that is unwilling to pull punches in its reporting and analysis.
While other websites have resorted to paywalls, registration requirements, and increasingly annoying/intrusive advertising, we have always kept Techdirt open and available to anyone. But in order to continue doing so, we need your support. We offer a variety of ways for our readers to support us, from direct donations to special subscriptions and cool merchandise — and every little bit helps. Thank you.
–The Techdirt Team
Filed Under: apologies, blaming consumers, sergey titov, war z
Reader Comments
Subscribe: RSS
View by: Time | Thread
[ link to this | view in chronology ]
Re:
[ link to this | view in chronology ]
Re: Re:
Which it didn't. Granted, the rest of the game may or may not be fun to play (I haven't played it yet), but when a game developer promises X, and I don't get X...that means false advertisement. In that case, I'd certainly feel entitled to a refund, just like here in War Z.
[ link to this | view in chronology ]
Re: Re: Re:
Promising multiplayer and delivering a single player game, for instance, would be a quantifiable false advertisement and grounds for a refund. Or in this case, promising multiple maps with large areas and delivering a single small one.
[ link to this | view in chronology ]
Re: Re: Re: Re:
[ link to this | view in chronology ]
Re: Re: Re:
What Titov did here is just egregious by comparison.
[ link to this | view in chronology ]
Re: Re: Re: Re:
True, but they aren't usually advertised as being present in the marketed product when they aren't.
[ link to this | view in chronology ]
Re:
[ link to this | view in chronology ]
Re:
And, yeah, there were some people asking for refunds, over it, or threatening to boycott EA/Bioware/Origin/whatever as a result.
That said, it didn't reach the same levels as this one did. In large part because ME3 (mostly) the game it claimed to be. There were some really idiotic or flat out misleading statements in the lead up and advertising, but nothing quite like what we had with War Z.
The game claimed to have 100 player servers, when it launched with server population caps of 50, it claimed to have multiple maps ranging from 100 - 400 square km each. It shipped with one, that they claimed was 100 square km, but, from people actually examining it, it looks like it's most likely a little under 10. It claimed to have private servers, that wasn't functional. It claimed to have a skill system, that didn't exist at all. (I know the article covered these, but still.)
To put this in perspective, with Mass Effect 3, the best analogy would be if all the stuff that was on the box was still there, but the game itself contained only what we saw in the demo.
Rather hilariously, after the game went on sale on Steam as a "foundational release", there were still notifications in game saying that features were still part of an alpha state, and would be subject to change.
As much as I loathe what Bioware did with ME3, they did deliver the game they said they would. It was just, like all writing from Bioware, terminally idiotic.
[ link to this | view in chronology ]
http://kotaku.com/5971562/war-z-creator-apologizes-i-became-arrogant-and-blinded-by-the-earl y-success-and-quick-growth
[ link to this | view in chronology ]
Re:
Crocodile tears.
Companies need to realize the internet is both their best friend and worst enemy.
[ link to this | view in chronology ]
Re: Re:
[ link to this | view in chronology ]
Re: Re: Re:
[ link to this | view in chronology ]
Re:
[ link to this | view in chronology ]
Re:
[ link to this | view in chronology ]
Re:
[ link to this | view in chronology ]
[ link to this | view in chronology ]
Isn't this just innovative use of crowd-funding?
Yet Cushing seems able to maintain a "caveat emptor" balance and isn't calling for the well-deserved lynching. Hmm.
My bet is that "Titov" -- IF that is his real name -- is now set for life and doesn't care.
[ link to this | view in chronology ]
Re: Isn't this just innovative use of crowd-funding?
Well, if you call putting a "completed" game on Steam which wasn't actually completed innovative, I guess it is.
Also, the TOS only negates refunds. But it doesn't negate the rest of the issues with the game. Namely things that were not stated as being in the game and yet weren't actually there. In most ventures this would be considered "bait and switch" and refunds would be required by regulatory agencies/laws.
My bet is you're an idiot and Titov, who apparently has done some equally shady things before is NOT set for life and very much cares now. The internet doesn't forgive and doesn't forget. He's pretty much fucked himself out of video game development. No one will risk buying a product and all because much like you, blue, he doesn't have a clue about how to conduct business or treat customers or remotely understand how this interwebs thingy works.
[ link to this | view in chronology ]
Re: Re: Isn't this just innovative use of crowd-funding?
Actually, it doesn't. It's illegal to say in a TOS that you can't do refunds (which is odd, considering that it's been ruled legal for TOS's to say you give up your right to join a class action lawsuit).
[ link to this | view in chronology ]
Re: Isn't this just innovative use of crowd-funding?
CROWDFUNDING?
You are now at the same level as bob when it comes to paywalls and not recognising what isn't a paywall/crowdfunding. The War Z developer sold a final product as containing X, Y, Z. At no point did he say it was crowdfunding á la Kickstarter.
[ link to this | view in chronology ]
Public Relations 101
I remember this being explicitly taught in business classes & reiterated in countless business books, and it amazes me how few companies understand the importance of admitting to mistake and rectifying them.
Personally, I view this as a sign of a company (or person, for that matter) that has its act together and that I'd like to do business with. Every company screws up. What's really meaningful is how they react to screwing up.
[ link to this | view in chronology ]
Hilarious Train wreck
The tragedy is in the confusion caused by consumers and reviewers that don't know how to read causing problems for "Day Z" because they didn't realize that "The War Z" was made by a totally different group of people.
[ link to this | view in chronology ]
[ link to this | view in chronology ]
[ link to this | view in chronology ]
Re:
[ link to this | view in chronology ]
[ link to this | view in chronology ]
[ link to this | view in chronology ]
Maybe Sergey Titov is a zombie himself
[ link to this | view in chronology ]
[ link to this | view in chronology ]
[ link to this | view in chronology ]
[ link to this | view in chronology ]
[ link to this | view in chronology ]
Re:
[ link to this | view in chronology ]