AdHoc Studio's CEO Michael Choung has cautioned other developers against adopting the weekly episodic release model used for their successful game Dispatch, despite its impressive sales performance. The superhero workplace comedy surpassed 1 million sales in just 10 days and is on pace to meet its three-year targets in three months. Choung described the approach as grueling and risky, even though it worked for AdHoc.
Background on Dispatch
Dispatch, AdHoc Studio's debut title, is a superhero workplace comedy that blends animated films and gameplay elements into an episodic narrative. The game was structured from the outset to unfold week by week, diverging from standard industry practices of full launches or staggered drops. This format, likened by Choung to combining three feature-length animated films with interactive elements, was seen as essential to the story's delivery.
Release Strategy and Challenges
AdHoc opted for releasing two episodes weekly, rejecting alternatives like a complete drop or single-episode spacing. Choung noted that the team faced repeated warnings against this method, calling it an 'insane thing to do' from a production standpoint. Despite internal debates, the schedule created urgency among players, with concurrent users doubling each week rather than declining as anticipated.
The payoff was swift: the game hit 1 million sales in 10 days, extending media coverage and encouraging late joiners. 'There would just be a longer time period for it to be covered,' Choung explained in an interview with Knowledge newsletter. However, he emphasized the unforeseen scale of success and advised against replication. 'From every metric, from a production perspective, no one should do this,' he stated. 'If you think episodic alone is going to be the thing that dictates success for you, then good luck!'
Additional Studio Insights
AdHoc also stood out by dismissing AI for creative roles. Creative director Nick Herman remarked, 'AI feels like a production solution, not a creative one. Maybe it's a creative one if you aren't creative.' While open to others succeeding with episodic formats, Choung highlighted the model's inherent risks and demands.