AdHoc studio pushed forward with a weekly episodic release for its debut game Dispatch despite strong advice against it, calling the format 'insane' from a production standpoint. The superhero workplace comedy launched its first episodes in October 2025 and quickly achieved success, selling over 1 million copies in 10 days. CEO Michael Choung credits the creative narrative for the approach's payoff.
Background on AdHoc and Dispatch
AdHoc, a studio founded seven years ago, spent three years in full production on Dispatch, its first title. The game blends animated films and interactive elements into a superhero workplace comedy. Rather than a traditional full release, AdHoc opted for an original narrative-driven episodic structure, releasing two episodes weekly starting in October 2025.
Development of the Release Strategy
The decision stemmed from a focus on creative and player experience over feasibility. 'We weren't really thinking about feasibility,' Choung said in an interview with Knowledge. Internal debates considered alternatives like halves or single episodes, but the team stuck with weekly drops to mimic TV series pacing. This created a sense of urgency, with concurrent user numbers doubling each week—contrary to expectations of decline.
Choung reflected, 'Seven years, one game... But what's inside that game is basically three feature-length premium animated films and a videogame, all meshing and rubbing up against each other.' The studio anticipated sustained engagement but not the full scale of success.
Success and Cautions
Dispatch sold over 1 million copies within 10 days of launch. AdHoc now eyes a second season, potentially with more mature content based on player feedback. However, Choung warns against copying the model without strong storytelling: 'It's insane to do. From every metric, from a production perspective, no one should do this.' He added that a full release might have succeeded modestly, but the episodic format amplified impact—provided the narrative holds up.
AdHoc remains open to others trying it, stating they would be 'thrilled if it worked out.' Separately, creative director Nick Herman dismissed AI for replacing voice actors, calling it a 'production solution, not a creative one.'