CONCORD
Learning from Global Release Failure
Background
Game development is challenging, requiring years of dedication and even a bit of luck to succeed.
Developed by Firewalk Studios, CONCORD spent 4-5 years in development, but was shut down just three weeks after its release. Learning from such failures is crucial to understanding what works and improving future projects.
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Misalignment in product development and marketing creates challenges. Speed to market is crucial when margins for error are slim. Triple-check details before launch—once live, there’s little room for mistakes.
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Firewalk Studios was a PlayStation-owned developer focused on multiplayer games, best known for Concord before its closure in 2024.
What' really happened?
CONCORD failed due to a lack of clear identity and differentiation in an oversaturated market.
Despite efforts to create an inclusive experience, the marketing, trailers, and monetization strategy failed to effectively communicate a compelling product vision. Without a unique value proposition, the chances of CONCORD succeeding an already saturated market were slim.
Thriving in a Saturated and Ultra-Competitive Genre
(in millions)
For CONCORD, creating a compelling gameplay hook with distinct characters was crucial to Priority 1 in attracting players from their favorite games. Without a popular IP or truly innovative gameplay, pulling players away from established shooters was going to be a very tough challenge.
Even major franchises struggle with growth and retention, underscoring the difficulty of sustaining engagement in such a competitive market.
Timeline of Global Release Failure
(in thousands)
Your launch audience often represents the peak of your user base. Every decision and crisis response is critical to stabilizing engagement and retention. CONCORD hit 600K DAU at its peak but quickly spiraled downward when it failed to address and communicate solutions for key player concerns.
Critical Checkpoints
Failures always provide valuable lessons. Sometimes, even when games follow best practices, they can still fall short.
In this analysis, we delve into the internal and external factors more specifically concepts, along with CONCORD’s monetization and marketing strategies, to uncover insights that future game publishers and studios can learn from.
Product Vision
From the outset, development appears to have been driven more by market trends and corporate mandates rather than a unified creative vision, leading to a lack of identity and innovation in gameplay.
Creativity often struggles under rigid rules and corporate directives, limiting true innovation in gameplay.
CONCORD’s themes, character designs, or marketing strategies did not resonate well with diverse global audiences, leading to lower engagement and criticism. Player sentiment is a rolling snowball and can quickly alter product perception.
Understanding the customer
Anticipating genre and market shifts
Game development demands time, dedication, and passion. CONCORD spent eight years in development (with 4-5 years of actual production), but during that time, the shooter market shifted dramatically. The rise of free-to-play titles reshaped player expectations, making it difficult for CONCORD to compete.
As players became more wary of aggressive monetization, models perceived as exploitative—like excessive microtransactions or pay-to-win mechanics—faced heavy backlash. CONCORD launched with a $40 premium price tag alongside high-cost cosmetic transactions, a combination that proved too steep for consumers in an era dominated by free-to-play alternatives.
Concord did not create value
Priced at $40 with microtransactions, CONCORD has yet to demonstrate clear value for players.
In contrast, free-to-play models remove entry barriers, allowing players to try new games risk-free. This approach increases player retention when a game offers unique or engaging experiences, making it easier for new titles to gain traction.
Learnings for the next generation of innovators
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Players can see through pricing schemes, when generated value and monetization models do not align.
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It’s easy to take your time in being perfect and working out the kinks. Speed is crucial, especially in a competitive market— reducing the margins for success.
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Once you launch globally, you’re on a tight lifeline—every course correction is limited. A well-planned execution strategy can minimize fallout when things go south.