Wildlight Entertainment Hopes for Better Reception of Highguard Post-Game Awards Reveal

Wildlight Entertainment, led by CEO Dusty Welch, expressed the hope for an improved reception of its free-to-play shooter, Highguard. After its recent launch on January 26, Welch acknowledged the game’s mixed reviews following its unveiling at The Game Awards.

Wildlight Entertainment’s Reflection on Highguard

During an interview with PC Gamer, Welch admitted that the marketing strategy for Highguard might have fallen short. He stated, “Part of that’s on us.” The team recognized feedback from the gaming community and acknowledged their involvement in the game’s reception.

Feedback and Future Improvements

Welch mentioned the possibility of creating a different, more effective trailer. He suggested that the previous trailer focused too much on entertainment rather than highlighting the game’s unique features. “We could have made something that did a better job of highlighting the unique loop of the game,” he added.

Highguard’s Game Awards Feature

Highguard was showcased at The Game Awards, thanks to the involvement of Geoff Keighley, the event’s executive producer and host. Welch revealed that Keighley played the game several times and expressed enthusiasm for it. This opportunity represented a significant platform for the relatively unknown indie studio.

Marketing Strategy Inspired by Apex Legends

Discussing the marketing approach, Jason McCord, Wildlight’s design and creative director, compared their strategy to that of Apex Legends from 2019. McCord explained that the goal was to announce the game, then “go dark” until the launch. “If the reception had been totally different, it would have been the same plan,” he noted.

The Team Behind Wildlight Entertainment

Founded in 2023, Wildlight Entertainment comprises alumni from Respawn Entertainment. Welch, the former COO and GM of Apex Legends, leads the studio alongside McCord, who was the design director on that franchise. The team also includes Chad Grenier, the former game director, and Mohammad Alavi, former creative director.

• Game: Highguard
• Launch Date: January 26, 2023
• Event Feature: The Game Awards
• Key Figures:
  • Dusty Welch – CEO
  • Jason McCord – Creative Director
  • Chad Grenier – Studio Head
  • Mohammad Alavi – Former Creative Director

Wildlight Entertainment remains optimistic that, through dedication and resilience, Highguard can enhance its appeal in the competitive gaming market.