Chapter 42
Chapter 42
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Translator: Vine
Chapter: 42
Chapter Title: High Risk, High Return
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“Wow, the reaction is insane.”
Exactly one day after James's stream, Han Seo-rim voluntarily compiled community reactions and brought them to me.
In Steam terms, it was ‘Overwhelmingly Positive.’
While hiding the most crucial elements, we achieved an excellent marketing outcome.
You could even say it was the pinnacle of buzz marketing.
It conceals much, building anticipation as a result.
Releasing information in puzzle pieces and leaving even the search for those pieces to the users maximizes their interest, curiosity, and affection for the game.
Originally, this was a method impossible for a studio of Rewind's level.
This kind of marketing is only possible with a massive fandom.
Yet, there was one reason it was already possible.
‘I didn't expect this guy to step in.’
I stared blankly at the inbox displayed on my monitor.
A short email that had crossed the Pacific was sitting there.
『From, Alid ruso
see you soon.』
Alid Russo.
The greatest game director of all time, and the one who would write future legends.
In other words, the mentor who led me down this path had sent me an email.
A wave of sentiment washed over me.
Because the game that planted the dream of becoming a director in me was his ‘Ruin Crusader.’
And now, I was realizing something else.
The identity of the person who had taken a closed beta key for review through the game magazine ‘On Game.’
That was the problem.
It made me wonder why he was paying attention to a game from a small, obscure company like ours.
Eventually, the conclusion converges to one thing.
‘Han Seo-rim.’
Another name for *Lost Kingdom*.
Perhaps Alid had seen a glimpse of it in Han Seo-rim, even at this stage.
Just as I had.
‘...No, it's too early to be sure.’
Even if that were true, I have no intention of handing her over.
Han Seo-rim is the most powerful weapon at my disposal.
So, I set aside my confusing thoughts and read the email again.
A direct translation of his email is ‘see you soon.’
It couldn't mean he was coming to Korea.
No, this was a certainty I could have because I prided myself on knowing this man quite well.
Of course, how could I not know what my role model was like?
‘A crazy bastard.’
Alid Russo is arrogant.
No, he's a man born with a great talent that can't simply be called arrogance.
He certainly had pride commensurate with his achievements, and for that reason, he had a history of causing various incidents in the media.
One of his most famous quotes went like this.
-I don't bow to other directors. That would be admitting my game is less great than theirs.
He said this, drunk, during a live interview six months before the release of *Lost Kingdom*.
Despite the obvious controversy it would cause, the reason it didn't last long and was buried was simple.
He proved with results that he was the greatest director.
-...If you made that, you've earned the right.
That's what Jo A-yun had said after *Lost Kingdom*'s success.
She was right.
He created a great masterpiece.
He was a man who lived on confidence, ego, and alcohol, all born from creating such a masterpiece.
Back to the original point, a man like that would come all the way to Korea to meet me?
‘What a joke.’
Let's translate Alid Russo's words into his own language.
‘He showered my game with praise. It must mean it suited his taste.’
Alid is a man whose taste is his justice.
If he were wrong, he's the kind of man who'd say the world was wrong.
In other words, the scenario playing out in Alid's head is rather obvious.
‘The awards ceremony.’
My game will be up for Indie GOTY.
Naturally, I'll be heading to North America for the ceremony.
And Alid intends to meet me there.
‘Well...’
The truth will be revealed if I actually make it to the awards stage, I suppose.
I pushed aside any further emotional considerations.
I focused solely on how I could use this situation.
Whatever the case, it was clear that I had been dealt a new card.
‘Alid Russo's endorsement.’
It was like a poisoned chalice.
Respect for an unreleased game was an act that carried a corresponding amount of risk.
Especially for someone with his level of name recognition.
There's no way he didn't know this. And yet, he acted so recklessly.
-You're not going to chicken out because of the pressure, are you?
It wouldn't be a stretch to interpret his intention as something like that.
I could be offended.
But,
‘That praise... it all depends on how you use it.’
As I said before, respect for an unreleased game carries risk.
Conversely, it means there's a reward worth taking that risk.
High risk, high return.
This is honey sweet enough to justify the risk.
There was no reason not to play the card he'd dealt me.
“Seo-rim.”
“Yes?”
“Let's plan one more event.”
The strategy is simple.
Attempt an aggressive marketing campaign, one made possible by Alid Russo's endorsement.
“We need to boost initial sales even more. We're going for a more explosive success.”
As fast as possible, as much as possible.
In other words.
“Let's shatter the all-time indie sales record.”
Breaking the record. It's worth a shot.
***
There's a saying that a thirsty man digs a well.
The users waiting for *Hellic 2*'s release after James Han's closed beta stream—dubbed the worst internet broadcast of all time (though the history of internet broadcasting is quite short)—were a perfect example.
『[Info] LordOfBlood_Bangbae: Grabbed the recording of James's stream from a North American community.』
The users began to dissect the stream recording, trying to extract any information they could from the bizarre broadcast.
Of course, they couldn't recover the completely skipped cinematics or Navi's dialogue.
Nevertheless, their analysis yielded some meaningful information.
『CherryLips_Jaehee: Figured out the slingshot route build.
(Screenshot of the growth tab from the recording)
Can't tell for sure just from the icons, but this seems to be the right order. Looking at the in-game footage, you can get a rough idea of the farming spots too?
Looks like the slingshot build splits into three main paths after the demo version.
One of them seems to be an artillery build.』
This analysis was possible because *Hellic*'s item growth system was laid out like a mind map.
James's build became known among the users as the ‘Artillery Build.’
With the diversity not revealed in the demo now coming to light, and with confirmation that the information wasn't wrong, the users' analysis continued quite actively.
『
Flawless: lol nice
┕CherryLips_Jaehee: Did I get it right?
┕Flawless: not tellin ya lol
DraftDodgingSwordsman: Should've done the potion build; I was most curious about that one
WaitingForHellic2: James you son of a bitch』
‘Flawless’ would cryptically, or sometimes quite clearly, indicate whether the analysis was true or false in the comments.
He still hid the core information, but the community users were grateful for even this much.
Anyway, besides the builds, another fact was revealed.
『S2PoppyS2: Gimmick analysis!
(Image of a Chapter 2 pillar screenshot with drawings on top)
After rewatching the recording a few times, I figured out the Chapter 2 gimmick!
It seems to be a system where you kill monsters near the pillar and then farm through the pillar!
If you look closely, James eats an herb before touching the pillar...』
It was an analysis of the main gimmick for each chapter.
The fact that unique gimmicks existed for each chapter, beyond what was revealed in the demo, served as a new point of interest for the waiting users.
『
LordOfBlood_Bangbae: Definitely plausible.
Flawless: you get a cbt key?
WaitingForHellic2: James you son of a bitch』
For nearly two weeks, the users spent their time trying to uncover the framework of the game called *Hellic 2*, even importing analysis posts from North America.
It was the users' own way of trying to quench the burning thirst of waiting.
But, that's the thing about waiting.
Just because it's poignant and heartfelt doesn't mean it's always beautiful.
The essence of waiting lies in a one-sided craving, and an unrequited heart can always become a dagger to the chest.
A backlash was slowly starting to build.
『[Chat] WaitingForHellic2: Ah... when is it really coming out ㅠ』
The wait is exhausting.
It was on a certain day in August that such opinions began to surface.
A post appeared on Studio Rewind's official social media account.
The news came at a truly impeccable time.
『D-47』
A single line, but no fool would fail to understand what it meant.
『WaitingForHellic2: It's hereeee!!!!』
The release date was announced.
Finally, the end of the long wait was in sight.
Of course, if the news had stopped there, it would have led to complaints.
Studio Rewind was wise in that regard.
In other words, they knew how to turn complaints into cheers.
Exactly one week after the release date announcement.
The director stepped forward.
『This is Director Cheon Yeon-ho.
First, I would like to thank all the users waiting for *Hellic 2*. Thanks to your support, *Hellic 2* has now confirmed its release date.
As with its predecessor, the game will be released on Steam, priced at $19.99.
The interest and love you have shown us from the demo version to the closed beta have always been a source of strength.
I cannot thank you enough.
Therefore, our company has prepared a small event to show our gratitude for your support.
The event details are as follows.
[Find the Hidden Piece!]
In addition to the standard ending, *Hellic 2* has a hidden route.
The difficulty is extreme, a slightly toned-down version of the Cancer Giant from the previous game.
Of course, the mission is not to clear this hidden route.
We've designed it with a difficulty that's impossible to clear through casual play.
The mission is to find the hidden route, take a screenshot of the moment you enter it, share it on our official social media, and leave a review of the game.
The event will run for two weeks immediately following the release.
The 30 people who leave the most impressive reviews will receive the Alice figurine, which was very popular during the closed beta event, along with some other merchandise.
We look forward to your participation.』
News of the release event spread both domestically and internationally.
The reaction was explosive.
『[Chat] WaitingForHellic2: This is it!!!
[Chat] DraftDodgingSwordsman: Just you wait, merch lololol
[Chat] Flawless: Didn't even know there was a hidden route until nowㅡㅡ
[Chat] zBestHanSu: Damn lolol they're giving out the Alice figurine lololol
[Chat] LordOfBlood_Bangbae: So it's basically a review event. The method to enter the hidden route is bound to be revealed anyway. Nice. I should give it a try.』
The release and giveaway of new merchandise, in addition to what was already revealed.
A suitably demanding goal: clearing a game with considerable volume and entering the hidden route within the short period of two weeks.
It's an event you can't complete unless you're truly dedicated.
But for those who are serious, it's an event well worth the challenge.
The game had already been proven through various incidents.
The only thing left for the users was to clear their schedules and wallets in preparation for the coming day.
『[Chat] WaitingForHellic2: EVERYONE GET OUT OF THE WAY!!! THE MERCH IS MIIINE!!!』
At least, the hardship of someone (the dramatic duo) who would have to read countless reviews to select the winners was not their concern.
***
It was a marketing strategy that built anticipation to the very last moment, counting down each day to release.
Someone in the industry commented on Yeon-ho's strategy.
-It's one of two things. Either the game lacks staying power and they need to maximize initial sales, or they've made a game so incredible it can withstand the fallout of such a move. That's how initial sales work. You sell a ton upfront, but if the game's not good? You face a massive backlash.
He added.
-That's why I think it's the latter. I mean, it's the game Alid Russo himself praised, right? The probability of success is high. If it really succeeds, they'll be writing a legend in the indie scene. What? What if it's the former? You still have to applaud them. To plan a scam of this magnitude... isn't that a talent in itself?
Now, the moment of truth was just around the corner.
Finally, D-day.
What need is there to recount the trivial incidents that occurred along the way?
Having drawn massive aggro from gamers worldwide, it would take more than a month to explain it all.
So it's best to cut to the chase and speak only of the result.
October 12th, 00:00 Korea Standard Time.
The release time for *Hellic 2*.
The result was dramatic.
『[Chat] WaitingForHellic2: Is it just me or is the purchase page not loading?』
The Steam servers crashed.
To be precise, only on the *Hellic 2* purchase page.