Former Call of Duty producer Mark Rubin has criticized Activision's approach to game development, stating that it prioritizes profit maximization through manipulation techniques over quality. He argues that previous iterations of Call of Duty thrived on delivering compelling game experiences rather than relying heavily on marketing strategies. Rubin advocates for a shift towards player-centric development practices, referencing Larian Studios as a positive model. Despite his criticisms, he acknowledges the talented individuals still working within Activision, highlighting a complex relationship with the company's evolution.
A lot of games, Call of Duty included, just focus on how to make the most money possible out of the player base. They rely heavily on [fear of missing out] marketing and [engagement-optimized matchmaking]. But I feel like it used to be just more about the quality of the game which would drive players to play, and that means making the game more player centric.
Rubin's advice to developers hoping to help their games succeed? "Be more like Larian, less like Activision," he said, referencing the studio behind the massively popular Baldur's Gate 3.
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