You know that feeling when you can see a trainwreck coming, but you know you can’t do anything to stop it or even warn everyone that it’s coming? That’s how we felt last week ahead of the New World reveal of Aeternum at the Summer Game Fest. It went… actually it went even worse than I expected, as I knew what would be announced, but I didn’t know exactly how it would all go down.

I want to spend this week’s Massively Overthinking chatting about the New World Aeternum announcement, what it means for the game, what we think about how Amazon handled it, and what we might have wished were done differently. The botched reveal definitely hurt in the short-term, if the Steam review bombing is any guide, but is this gonna save the game in the long run? Let’s Overthink it.

The Fallout from the Announcement

Andrew Ross (@dengarsw): Oof, where to start on this. I guess first is to keep in mind I’m not a hardcore fan of Amazon Games or New World, and I don’t really see myself playing the game. I do think there’s an audience for it and that it is leaning into the console players quite well. I don’t know if it’ll save the game in the long run, but that Q&A really should have been released for existing players before the studio tried aiming for new players.

Amazon Games' recent attempt to breathe new life into their MMORPG, New World, with the reveal of Aeternum at the Summer Game Fest, has been nothing short of controversial. The core issue lies in how the reveal was handled, not necessarily in the content itself. By neglecting the existing player base in favor of courting new players, Amazon seems to have miscalculated the importance of their current community.

Community as Ally and Enemy

What I think Amazon may have forgotten is that your community is both your greatest ally and fiercest enemy. By attempting to bypass current players and appeal to new ones, Amazon has ensured word spread like wildfire that this is a game to avoid before console players have gotten to really try it themselves. While there has been player input from testing phases, keeping that under wraps really hasn’t helped anyone. As a side note, attempting to sell this to press as a new game didn’t win Amazon any points either (and yes, we did warn PR how it would look before the SGF announcement).

Missed Marketing Opportunities

If anything, this should have been marketed as a massive content update that would include a console launch. No current player should be charged a dime for it. Heck, a lot of money could have been saved if they’d used their players to champion the platform extension. Look at all those FFXIV memes the playerbase created to get people to look at the game!

This marketing misstep highlights a larger issue: Amazon’s failure to leverage their existing community. The players who have stuck with New World through its ups and downs are the very ones who could have been its most passionate advocates. By alienating them, Amazon has not only lost potential goodwill but has also fueled negative perceptions that could deter new players from even trying the game.

Transparency and Communication

Again, I have no ill will towards the devs, PR, or playerbase, current or future. I do wish the reveal had been more direct, more open, and used the current playerbase first before casting a wide net to try to lure in new players. The game I played at SGF isn’t bad enough to warrant the announcement tactic we saw.

The debacle underscores a crucial lesson in game development and marketing: transparency and communication are key. Had Amazon been more forthright with their current players and engaged them in the process, the reaction might have been vastly different. Instead, the lack of clear communication led to a sense of New World Coins betrayal among loyal players.

The Steam Review Bombing

The immediate aftermath of the reveal saw a significant spike in negative reviews on Steam. This review bombing, driven by disgruntled existing players, has further tarnished New World’s reputation. It's a stark reminder that in the digital age, community backlash can quickly translate into visible, lasting damage to a game's public image.

The Long-Term Impact

Is this going to save the game in the long run? That’s the million-dollar question. New World’s journey has been fraught with challenges since its launch, from server issues to gameplay imbalances. The introduction of Aeternum was supposed to be a turning point, a fresh chapter that could revitalize the game. However, the mishandled reveal has cast a shadow over these efforts.

The long-term impact will largely depend on how Amazon chooses to move forward from here. If they can rebuild trust with their existing community and successfully appeal to new players, there’s a chance for recovery. However, it will require a concerted effort to address the concerns raised by the community and to demonstrate a genuine commitment to improving the game.

Lessons for Future Releases

For other game developers and publishers, the New World Aeternum debacle offers several valuable lessons. First and foremost, never underestimate the power of your existing community. These are the players who have invested time and money into your game, and their support can be instrumental in attracting new players.

Secondly, transparency and communication are non-negotiable. In an age where information spreads rapidly and public opinion can shift in an instant, being upfront with your players can help mitigate backlash and build a stronger, more loyal community.

Lastly, understanding your audience is crucial. Different segments of your player base may have different needs and expectations. Balancing these effectively can be the key to a successful release or update.

Moving Forward

As we look ahead, it's clear that Amazon Games has a lot of work to do to mend fences with their community and to restore faith in New World. The Aeternum reveal, while flawed in its execution, still holds potential. With careful, considered steps, Amazon can learn from this experience and apply these lessons to New World Coins for sale future endeavors.

In conclusion, the New World Aeternum debacle serves as a cautionary tale for the gaming industry. It underscores the importance of community engagement, transparent communication, and thoughtful marketing. For New World, the path to redemption will be challenging, but not impossible. It will require listening to players, making amends, and most importantly, delivering on the promises made. The road ahead is uncertain, but with the right approach, there is still hope for Aeternum.