Remedy's Thomas Puha Discusses the Challenges of Launching a Game

According to Remedy's Thomas Puha, determining the best launch window for a game is more challenging than ever due to the unpredictability of other titles launching around the same time. Puha's comments were made in response to an interview with Ascendent Studios' Bret Robbins, who expressed concerns that their debut title, Immortals of Aveum, may have launched at an unfavorable time due to its proximity to the highly successful Baldur's Gate 3. Puha acknowledged that while it's essential to launch at some point, it's impossible to anticipate what other games will be released on the same date. He cited the example of Alan Wake 2, which was delayed by ten days to avoid launching alongside Marvel's Spider-Man 2, as it would have been overshadowed by the more prominent title. Puha emphasized the importance of launching in the fall season, particularly around Halloween, to maximize visibility and sales. He also highlighted the significance of long-tail sales, where games continue to sell well after their initial launch, citing the example of Control, which had its best-selling month over two years after its release. Puha noted that the industry has changed, and games are no longer solely reliant on initial sales, but rather can generate revenue over an extended period. He also discussed the need for manageable budgets and the importance of business management skills in navigating the challenges of the gaming industry.