Games Animator Blames Ridiculous NHL Promotion For Vaporised Profits

Games Animator Blames Ridiculous NHL Promotion For Vaporised Profits

A company that supplies 3D mapping technology for games like Call of Duty and Assassin’s Creed saw a £3 million ($4.5 million) drop in its profits this year, and blamed the fact it spent way too much time animating a bunch of dumbass superheroes Stan Lee thought up for the National Hockey League.

The “NHL Guardians” was a big cross-promotion between the league and Marvel that sought to personify all 30 franchises as super heroes, with names and descriptions like “The Oiler: The roughneck protector of the Great White North. Controls wintery weather patterns and oil manipulation.” The whole thing debuted to arched eyebrows around last year’s all-star game.

OMG, that’s the name of a company, not what you think it means, put a lot of effort into rendering the characters, then saw the whole thing fall on its face by the middle of the year. The NHL still sells Guardian stuff, but no one’s buying it because, well, it’s kind of stupid. The promotion’s half-finished website hasn’t been updated since the summer.

OMG Blames Stan Lee For Poor Profits [Bleeding Cool]


  • My understanding is that they just animated the “superheroes” and Stan Lee failed the marketing side of things. IMHO they should have seen how lame the superhero hockey team idea was and not accepted the project.

  • So their profits were tied to the success of the venture? That seems odd. I don’t know about the animation industry, but wouldnt you charge people for the work contracted to you, not be involved in some sort of weirdo profit share?

    As an architect we charge for the professional service, so if we design a restaurant we get paid for the design and contract administration, not take a share based on how good the carbonara is.

    I don’t get it. I suppose they might have done the work at a reduced fee because they thought it would be rad, rather than for profit, then its their own stupid fault.

  • >blamed the fact it spent way too much time animating a bunch of dumbass superheroes

    Pretty sure that’s the fault of your project manager, not Stan Lee. Learn to time manage. I hate reading companies (especially game developers) winge about things taking too much time, does anybody even bother with schedules? Seriously, it’s not a hard skill to learn, even the most basic IT diploma/degree rams project management down your throat.

  • Its quite common for businesses to do work with shares in the product as payment, or part payment. If they took on the work thinking they would get a good return, then that product flops, they dont get paid. But on the other side of the coin, if it takes off they might get paid more than they would have in the first place. It comes down to greed. If they just decided to get paid for the work they did, and not try to “invest” in the project, they would have been fine.

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