Valve's Unconventional Approach to Launching Deadlock: A Bold Experiment

Valve is secretly developing a new hero shooter, but the secret is out. Over 20,000 players have received invites to play the game on Steam, and while they're asked not to share information, there's no NDA in place. The game, called Deadlock, has even appeared on Steam's concurrent player charts, and players can invite friends to join. This unorthodox approach to launching a game has sparked a mixture of reactions, from criticism to curiosity. However, beneath the controversy lies an interesting experiment in game development and launch strategy. Deadlock combines elements of hero shooters and MOBAs, aiming to create a unique gaming experience. The way Valve is handling the launch is also noteworthy, as it's adopting a 'soft launch' approach, gradually increasing player numbers while refining the game. This strategy allows for a more controlled rollout, reducing the risk of server issues and giving the development team time to address bugs and make updates. The 'secret' nature of the game has also created a sense of intrigue, making people want to access it. Ultimately, the game's success will depend on its quality and player engagement. The monetization model is not yet active, which may help focus early discussions on the game itself rather than its business model. Valve's approach could potentially change the way online games are launched, providing a more sustainable and effective way to manage risk and build hype.