industry news
Interview: Flagship Studios On Life After Hellgate Launch
Posted by Leigh Alexander at 5:20 AM on June 11, 2008
What happens at the studio when a game doesn't sell as well as was hoped? Imagine being at Flagship Studios after Hellgate: London's launch stumbles, which 1UP identified as "one of the top 5 worst PC game launches of all time". Angry PC gamers even invented a special term, "Flagshipped", to refer to when a company overpromises and doesn't deliver.
If you think morale might suffer on the team, a blog entry from Flagship Studios audio and gameplay manager Guy Somberg suggests you might be right. Somberg said on his blog that work had become "depressing" because of fan response to Hellgate's issues. (The original post has since been pulled, but MMO fansite IncGamers retrieved it.)
Although Somberg wrote that he loved being part of Flagship, he also expressed a fair bit of worry about many of his colleagues moving on from their jobs:
Thing is, the way things are going I'm likely to be the only programmer still working on Hellgate left from the original crew. I've heard rumours that other programmers and artists are thinking of leaving.
And with Somberg himself writing that he was "getting burned out on Hellgate", Kotaku decided to reach out to Flagship Studios and see what was really going on.
We first heard back from Flagship's marketing communications manager, web manager and writer Ivan Sulic, who said while he couldn't speak about Somberg's emotions, he guessed they were "like anyone who spent a lot of time and effort on something that wasn't received as well as hoped... And then a few of our friends and coworkers left. It's a bummer".
Bummers aside, though, Sulic said that nobody's been taken off or left the Hellgate team except for systems programmer Peter Hu, who's been able to work on some other projects now that the game is well underway. Said Sulic, "Everything else is pretty much business as usual".
Said Sulic, "We've actually had very few people leave. Flagship is still fully staffed and working on both Hellgate and Mythos... I think we have about 100 employees now".
Some people have moved on from Flagship, said Sulic, due to simply moving up on their career paths or being tired of windy San Francisco, but said those departures don't constitute cause for alarm. "People finish a game, want to work on something else, and then leave to do just that. It's pretty typical in this industry. I don't know the exact number, but we couldn't have had more than five or six departures. Still, if those five or six dudes are people you work with everyday, it can't feel great".
And Somberg himself joined the conversation. "Ivan said it quite well", he said. "Things here at Flagship are running business as usual. We've just put a build of Chronicle 2 onto our test centre, which has represented a lot of hard work from everybody at the company, myself included".
Somberg said he'd written that blog post on a day when he felt "frustrated and overwhelmed", but that after some hot chocolate, a few hours' game time and some sleep, he felt better.
Said Somberg, "I was surprised and disappointed at the community's response to my words, which were more directed at my family and friends to describe my state of mind at the time, than to give any sort of insight into the company. Personally, I think that the 'Towers of Hanoi' series of posts on my blog is far more interesting and worthy of commentary and analysis".
"I'm sorry to have caused such a ruckus over such a small thing".
On the bright side of things for the Hellgate team is the fact that the game is performing so well in Asia. The studio said it had the best Korean game launch in 3 years, leading to Hellgate becoming the ninth most popular online game in an MMO-saturated region.
It's often easy for us as gamers to criticise the studios when they make mistakes, and to feel vengeful when we're disappointed. It's probably best for us all to keep in mind that behind every big publisher's title is a team of developers who hoped to provide the best experience they could, human beings who feel bummed out when the results aren't what they hoped.

Comments (AU Comments · US Comments)
Andrea
Posted June 12, 2008 2:12 AM
Popular in Asia? Are you serious? Hellgate is a complete flop in Korea, and it was only in 9th place during the first week. It's since dropped to the 40-somethings according to the Korean Gamechart, and what's worse is how the PC Bangs (cybercafes) in Korea are all demanding refunds because they can't get anyone to play the game.
Ha. Popular.
stetsonblade
Posted 6:04 AM 11/6/08
I think hellgate would have been better as a single player game. I believe that is why Oblivion is still single player, and why fallout 3 will not be an MMO, either. It is really not a good time to release an MMO, unless, you are sure that your MMO is going to be the greatest MMO ever created...otherwise it will fail, or not do as well as you hope.
I think that is one of the many reasons Warhammer Online is not out yet.
stetsonblade
Ghede
Posted 6:04 AM 11/6/08
@Preyfar: For distilling your opinion on the game from a nuanced paragraph to a 1-10 score let me be the first to say:
FUCK YOU!
That is all.
Ghede
-HeyWowItsFelipe-
Posted 6:03 AM 11/6/08
im starting to realize that, every game thats been hyped and promised to be AMAZING, DEPTH-DEFYING, REVOLUTIONARY, has turned out to be nothing more than just hype. Haze, kane and lynch for example.
while games that stay under the radar get more praise.
-HeyWowItsFelipe-
xIvSlowDeath420
Posted 5:58 AM 11/6/08
To bad as that game is absolutly fantastic,best character models of any rpg ever.Funniest thing about that game is,people are screaming for Diablo 3.Well guess what,if you didn't like HGL,you likely won't like D3.
xIvSlowDeath420
broomperson
Posted 5:56 AM 11/6/08
@Sollus: And then the release date is pushed back, and gamers complain anyway (see: Final Fantasy XII, and now XIII). You're right, but I see where the pressure comes from.
broomperson
Vash108
Posted 5:54 AM 11/6/08
Were they not being pushed to have the game out by Halloween by the money backing them?
Vash108
Sollus
Posted 5:53 AM 11/6/08
Why don't they reserve themselves to make a better game next time as opposed to letting us stupid savages(gamers) run them down. Screw people like us.
Sollus
PsycheE
Posted 5:52 AM 11/6/08
@RaptorShadow: In this world, especially in the videogame industry, if your work comes up short, then you lose. If you do come up short, lady luck better be on your side. I have let go of employees for lot less.
This game is not 5 star perfect, but it is very well fitting for a 2 star game. Not every critics that tossed this game in the garbage bin is a cynic, some of them are average people who came up short and still crucified this game.
PsycheE
kingmanic
Posted 5:50 AM 11/6/08
I think gamers have changed since diablo II. So even if the mechanics were perfect and spot on and only offered what diablo II offered it may not have been enough. From what I hear the game was flawed and probably not ready for release which added to its problems. Maybe another few months of polish and they might have had a winner. Maybe a little less hype and it would have been received better. Who knows, I hope there is a diablo iii and it wouldn't be bad if flagship was contracted to do it. I'd buy that.
kingmanic
Laughin_Caulk
Posted 5:46 AM 11/6/08
I was sorta looking forward to this game last year. Now I'm looking forward to Mythos, I'm hearing awesome stuff from beta testers.
Laughin_Caulk
RaptorShadow
Posted 5:45 AM 11/6/08
You know, looking back I quite enjoyed the Hellgate Beta, I really should go and pick up a copy...
And I agree, sometimes I don't think we realise that the people who make games aren't just the producers and PR drones that we see so much of, there are normal, average people that work on these games, and most of them work very hard at what they do. Sometimes they come up a bit short, but that's happened to everyone, right?
Gamers are too ready to jump on to anything that isn't 5-star perfect and tear it to shreds.
RaptorShadow
broomperson
Posted 5:37 AM 11/6/08
"It's probably best for us all to keep in mind that behind every big publisher's title is a team of developers who hoped to provide the best experience they could, human beings who feel bummed out when the results aren't what they hoped."
That's true sometimes. Other times, (see: most movie games and Wii games without a Nintendo label) publishers push out a title just for some dollars, and then move on to the next money maker. In this case, I think it's obvious the publishers put their all in, without reward. Part of a gamer's disappointment comes from anticipation that turns to meh. You can't blame either party in this case.
broomperson
antialias02
Posted 5:37 AM 11/6/08
I didn't like Hellgate at all; just not my bag of bricks, as it were. The problem for me wasn't just that it didn't end up what it was hyped to be: it was that I didn't actually like the result, either. I'm not sure I could give it a score so much as a "better luck next time, Flagship."
That said, I know a handful of people who enjoy the game well enough. It almost seems like Flagship ended up a victim of circumstances, but without having any eyes into the development and release process, we can't really know.
antialias02
Krackatoa
Posted 5:31 AM 11/6/08
I liked Hellgate. It's just that I already had 4 years of Diablo II under my belt, and I just couldn't take anymore.
Krackatoa
wild homes v: treyarch attacks
Posted 5:30 AM 11/6/08
At the end of the day, these guys are just like anyone else-- they worked very hard, and came up a bit short. It happens. I'm glad the fan response didn't mess any of these guys up. Depression can be triggered by anything, and it's a serious thing to deal with.
wild homes v: treyarch attacks
PsycheE
Posted 5:29 AM 11/6/08
Its a double edged sword. It is a shame that Hellgate was received with such criticism. The game was put on a pedastool before the release with all the hoopla of creaters of Diablo leaving Blizzie, and the ensuing drama.
I distinctly remember the interview of Mr. Roper gloating Hellgate as it were the second coming of Diablo and all your loot runs are belong to us.
Obviously the game sucks, the backlash was inevitable.
PsycheE
exkon
Posted 5:29 AM 11/6/08
Ah the video game community, the ability to be anonymous and voice your opinion no matter what it is...double-edged sword that's for sure.
exkon
myrlin
Posted 5:29 AM 11/6/08
If hellgate gets re-released this halloween, I would totally give it another try. Flagship will have a win with Mythos, I have easily spent more time playing that beta than I did playing the purchased copy of hellgate.
myrlin
onidavin
Posted 5:28 AM 11/6/08
I was pretty disappointed with Hellgate. It wasn't a bad game, but the spin machine had taken it to Herculean levels that no launch could realistically satisfy. It's a difficult line to walk!
onidavin
Preyfar
Posted 5:27 AM 11/6/08
Hellgate was a bit of a dissapointment, but was a good game overall. Frankly, I think a painfully disappointing new player experience sullied the game over all. The starting areas were boring, drab and dull in every possible way. If you could get past that the game got much better and stronger as a whole. Problem is, those starting levels were just that bad that it reflected poorly as whole on the rest of the game.
I'd give it a 6/10 myself. If they had revamped the newbie zones and tutorial areas to be less suck... I'd probably give it a 7/10.
Preyfar
Atheist Jew
Posted 6:42 AM 11/6/08
This sort of thing doesn't surprise me in the least.
I've been attending college in San Francisco, and for one of my final classes over the last quarter my instructor said he's be bring in one of his friends from Flagship studios to rate the quality of our Game Prototype.
The reaction from just about everyone was "Why?"
Atheist Jew
darvos
Posted 6:31 AM 11/6/08
I went back and played Hellgate recently and it is a pleasant surprise. Things are much better than they were at launch, I'm even considering subscribing at this point. It is much more entertaining than AoC at this point.
darvos
broomperson
Posted 6:29 AM 11/6/08
@Leigh Alexander: You're right, of course, and there was a typo. I meant that the publishers push out titles, and the "developers" put their all in (when I said the "publishers" put their all in). My point was that developers are rushed to get out a product that is crap, even if they know it's crap.
broomperson
xIvSlowDeath420
Posted 6:28 AM 11/6/08
@Sinnix: You should go pick it up then friend,as the bugs are quashed and alot of content which was supposed to be in at launch is now there(clue #1 that it was rushed)and a shitton more.Really and truly the game should be rereviewed but alas,thats not how things work:)
xIvSlowDeath420
Sinnix
Posted 6:24 AM 11/6/08
Damn, now I feel kinda bad that I cancelled my pre-order. Of course, the beta couldn't run for an hour without crashing which is why I decided not to purchase. The foundation of a great game was there though. I'd pick it up again if I knew it would run.
And, of course, Mythos looks friggin' awesome. They can count me in on that one for sure!
Sinnix
Leigh Alexander
Posted 6:17 AM 11/6/08
@broomperson: The publisher's job is to make money, but the developers they hire are trying to do their best work, or at the very least, feel like crap when things don't turn out well.
Leigh Alexander
E_Sully
Posted 7:07 AM 11/6/08
I can agree with the statement that if the game you work so hard on doesn't live up to yours or the community's expectations, you can get a little depressed. I could say such about every title I have thus far been involved with.
Luckily, our offices share a building with a pub, as well as having another pub across the way from us, so "relief" is close at hand.
E_Sully
SpishackCola
Posted 7:04 AM 11/6/08
Hellgate was just released too early imo. If they had another 6ish months to work on it I'm sure the game would've had a must nicer reception and larger player base.
SpishackCola
Asbestos_Underwear
Posted 7:03 AM 11/6/08
They could have had 10 more years, it does not change the fact that the product itself was outdated. The gameplay was nothing new, the graphics were extremely hw-prohibitive, the business model was not fair play. Another game in which you binge drink health potions while spam clicking on anything that is not you. IF you die, then bad luck your level is not high enough for the "balls to the walls" approach.
Asbestos_Underwear
Majpain007
Posted 6:51 AM 11/6/08
HellGate wasn't as bas as people make it out to be. The problem was they rushed a unfinished product. If they halted it another 3 months to work out everything it would have had a solid launch. Its a shame I liked but didn't buy because Toyrus tried to shaft me.
Majpain007
Silverbackne
Posted 7:38 AM 11/6/08
What a mess of a game. Here, let me fix that headline:
"Flagship Studios On Life Support After Hellgate Launch"
Silverbackne
Strangelove
Posted 7:25 AM 11/6/08
I played Hellgate from launch for about 3-4 weeks, and it was a cool concept wrapped in a huge shit burrito.
Strangelove
Replica23
Posted 8:08 AM 11/6/08
I was very stoked for this game before it released, but every time I saw a new screen shot it more or less looked the exact same as the last. Alright I lied, the user interface, inventory and menu system changed a couple times. Still, Hellgate: London is one of the most bland games I've ever played. I'm thankfully to my "back of the bus" senses for refusing to let me purchase this generic array of grey imagination.
Replica23
Silverbackne
Posted 7:43 AM 11/6/08
In related news, I totally got Flagshipped by Age of Conan.
Silverbackne
Pezdispenser
Posted 7:42 AM 11/6/08
It wasn't such a bad game, not particularly good either, but it certainly was serviceable. If some new content were to come out for none subscribers, I wouldn't be opposed to playing it.
Pezdispenser
Jay
Posted 9:04 AM 11/6/08
Hey so that's what happened to Ivan Sulic. He used to write some really funny stuff for IGN and EGM.com before it became 1up.com.
Jay
Coherent
Posted 8:57 AM 11/6/08
You know, I wonder if it occurs to the blogging press that maybe they're the reason for companies with total news blackouts zealously concealing all humanity from behind the curtain of development?
This guy obviously had an off day and wrote about how crappy things were going at his job and how the company was going downhill, but the blogging press jumps on it as if it's the deathknell for the company itself.
You know that if he wasn't the last member of the original programming team left, he would probably get fired over this normally?
It does kind of show, though, that the company needs to pull together and focus on what they have. No amount of side projects is going to make up for losing focus on a living, breathing game.
Hell, look at EVE Online. I thought it died years ago, but because of the MMO boom, it's looking healthier than ever now. There is something to be said for being a survivor.
Coherent
xIvSlowDeath420
Posted 8:53 AM 11/6/08
@Strangelove: You played a shit burrito for 3 or 4 weeks?How long do you play games you like?
xIvSlowDeath420
hellbent
Posted 8:41 AM 11/6/08
i wanted to like hellgate but its a piece of crap. too early, too many bugs. they knowingly released a buggy piece of sh!t and even tried to sell $150 lifetime subscriptions. buggy multiplayer, buggy maps, buggy spawns, buggy parties, repititious levels, im glad i got rid of it. seriously, all you do is walk around holding the mouse button down. no reload (for guns), no brains, no fun. yay! a hidden passageway in a hidden passageway! woot!
hellbent
Unstop
Posted 9:51 AM 11/6/08
Hellgate is the perfect example of a game trying to do too much. They should of stuck with the Diablo isometric perspective. Anyway Mythos is a better game. Hellgate will go on and do ok and I hope Flagship learns from it.
Unstop
ArcaneDevice
Posted 9:41 AM 11/6/08
Hellgate headed downhill as soon as the words "subscription" and "revenue streams" started flying around their offices.
That changed their focus and screwed whatever good parts they had been working on.
ArcaneDevice
Karlott
Posted 10:21 AM 11/6/08
Hellgate is still the game I play every day. I like it. I bought the lifetime subscription with the pre-order and it's been worth it. The 2.0 Abyss patch hits within a month and that's going to add a lot of new content too. The main problems were mostly touched on already:
Wayyyy too many bugs at launch.
Poor optimization.
Too many features not included.
Too much scrutiny and expectation.
EA published.
Subscription model.
But: The bugs are being squashed, slowly but surely. It's better optmized now but that still needs work. A lot of features that weren't included at launch like guild support and a shared stash are now included (desperately still need auction house pls.) The subscription sucks, but people are paying fees to play games that I don't think are nearly as fun, and certainly don't have the communication between the devs and the players that FSS strive for. And you can play online without subscribing, you just don't get all the content they continue to work to add. Which is perfectly fair to be honest.
P.S. Good riddance, Hu, your pistol is damned overpowered :)
Karlott
skAnarky
Posted 10:11 AM 11/6/08
I never got to play Hellgate, but the PCbangs are full of people playing it here in Korea.
skAnarky
Leepox
Posted 10:49 AM 11/6/08
i loved the concept art of the characters... then came the storyline i was like meh. Then i saw the in game play i was like meh. Then i got into beta and played the first few levels and that made me meh.
It just didnt have that diablo oomph instead of meh.
Leepox
Shimmergeek
Posted 11:03 AM 11/6/08
Gotta say I did really really like Hellgate.
I don't think I'd bother with the MMO aspect of it; because - honestly - it's a single-player game with a "Look! MMO!" badge slapped onto it; but the single-player part was damn nice.
When I tried the MMO part it was laggy and ick; but the single-player game was damn nice... FPS targetting and cover in an RPG? Me likey.
Shimmergeek
purplehanz
Posted 11:38 AM 11/6/08
I would totally "vouch" for this game if it came to the 360...
purplehanz
Strangelove
Posted 12:36 PM 11/6/08
@xIvSlowDeath420:
The loot, man, the loot ... Plus all kinds of weird upgrades and artifacts and you can level up your gear/weapons as you go, it's sooooo addictive.
Strangelove
ShadowMoses
Posted 2:23 PM 11/6/08
I never got into the whole Diablo thing, so I passed on Hellgate. I am however interested in trying Mythos when it reaches open beta...hopefully soon.
ShadowMoses
willyolio
Posted 4:22 PM 11/6/08
you know, since this game was essentially the firs title from a newly formed studio, i wasn't expecting it to be spectacular. however, i did hope it would be successful enough for them to be around to make a Hellgate London 2, which would be made bigger, better, and with the lessons learned from the first Hellgate under their belt.
hellgate 2 would have been great fun- like Diablo II was. almost nobody even knows about the original Diablo, except for the fact that, logically, Diablo II is the second game, and there must have been a first.
sadly, hellgate 2 might never happen.
willyolio
HappyWulf
Posted 5:26 PM 11/6/08
I was very excited for Hellgate, but in the state the game was in, it was un-playable.
Also, it did not help PR that they went into the forums and deleted all negative posts.
HappyWulf
haracas
Posted 7:53 PM 11/6/08
Fire the marketing team. Now.
Saying HG:L is an MMO is like saying Starcraft/D2 was an MMO. It had an online multiplayer component, but the mutliplayer wasn't massive...
haracas
goddessakasha
Posted 2:47 AM 12/6/08
The makers of Hellgate should not feel bad at all about what they created. Sure, it never lived up to the hype, but it wasn't a bad game.
I mean, come on! They could've been the ones who created Lair!
goddessakasha
chongbong
Posted 5:54 AM 12/6/08
Hellgate is just as decent of a game as World of Conan and I think it actually looks better. They should have shipped six months late. The most of their problems would have been solved.
chongbong
CoffeeBlack
Posted 2:19 AM 12/6/08
I'm just thinking that maybe they should look at doing something a little bit different than an "unofficial" Diablo 3. Don't get me wrong I'm not saying that its a bad game, but randomly created dungeons only goes so far in todays gaming market, most players are looking for more than that in their RPG's even if they do have "Massively Multiplayer Co-Op." It was fun, but after the main single player campaign missions which make up the base part of your multiplayer experience, you start off back at the beginning with everything at a higher level. I haven't gone back since then because I really don't see the point in repeating the same missions again. Granted they have released the expansion pack, but you can only access that and the new missions available in patch 2.0 as a subscriber, and quite frankly I don't think it's worth it.
Maybe I'll give it another shot when that patch is officially released on the main server, since they are adding a whole list of PVP arenas and ranking, but they really should just make the extra missions non-subscriber and make the expanded storage slots and usable pets and stuff subscriber. Otherwise you will end up with a lot of people who don't have the money or the will to pay and who stop playing after they beat the final boss in the game.
CoffeeBlack
Flagshipped
Posted 8:22 AM 11/6/08
This story actually first broke over at Flagshipped.com and was picked up by Incgamers. Recently another FSS employee has spoken out about his frustrations with people that play the game and the people that run flagshipped.com
[www.flagshipped.com]
Flagshipped
LanciePants
Posted 7:54 AM 11/6/08
While the comments (on other forums) calling for burning torches, and developers heads ornately mounted on pikes are a little much. The multiple volleys of criticism directed towards Flagship and it's staff was largely deserved. Hellgate was and still is grade-A certified pooh-pooh ka-ka. This isn't mere speculation as I played the game at it's release and soldiered on through subsequent patches. Recycling four monotonous quests, in five different gray on gray environments is not entertaining. Then after factoring in the show stopper bugs. Apparent abandonment by the developer once they realized future plans to create revenue streams are zilch. Subsequent lack of promised content updates because of such. You're left with a very poor product. While I certainly feel for the poor soul on the other side of screen who invested considerable time and emotion into the project, criticism when justified is deserved. In the end you reap what you sow, and in Flagship's case they squatted over the bowl of candy cane wishes and sunrise endings, to sow a big stinky, peanut infested turd.
LanciePants