Criticizing Prioritization of FOMO over Quality: Former Call of Duty Producer Slams Activision for Emulating Larian Studios' Approach

Criticizing Prioritization of FOMO over Quality: Former Call of Duty Producer Slams Activision for Emulating Larian Studios' Approach

A Blast from the Past: Mark Rubin's Take on Modern Call of Duty

Back in the day, Call of Duty (CoD) had a face – and that was Mark Rubin. He spent a decade as an executive producer at Infinity Ward, watching CoD soar to new heights following the original Modern Warfare in 2007. Now, Rubin's back in the game, but not with Activision – far from it.

His latest project was XDefiant, Ubisoft's stab at a free-to-play CoD alternative. Unfortunately, that venture bit the dust last year. So it's no wonder Rubin's not too fond of the current state of CoD.

In a chat with an XDefiant fan, Rubin didn't hold back. He savaged modern game development, with a snarl aimed squarely at his old employer.

"Thanks a ton! A lot of games, CoD included, just focus on how to squeeze every last dime out of the player base. They rely on FOMO marketing and EOMM matches," Rubin snarled. "But I feel like it used to be all about the game's quality, which would draw folks in to keep playing."

And Rubin seems especially rankled by limited-time modes, aggressive seasonal marketing, and an obsession with player metrics that overshadows, in his eyes, crafting meaningful updates. XDefiant, remember, ditched skill-based matchmaking for a more random approach, creating less predictable lobby setups.

"Go for the player, not the engagement. Better maps, modes... Make your game good because players want to play it, not because it had a $250M marketing budget," Rubin growled.

"Everything I just said is super simplified – it'd take too long to really dive in. One last simple analogy: Be more like Larian, less like Activision."

One commenter pointed out that it's hard to blame CoD for FOMO when XDefiant also sported live service elements like a battle pass and paid skins. Rubin conceded the point.

"As a free-to-play game, we did have FOMO content. But one of the features we had in the works was a way to earn currency just by playing to buy old content. And as far as marketing goes, we barely had any budget."

Indeed, XDefiant felt like a game ripped straight out of 2009 with its streamlined loadout builder, minimal attachments, and classic FPS playlists. Dressed up in the trappings of a 2020s live service product, its back-to-basics approach made it a favorite among fans who remember a time before CoD became a cheesy carnival of ugly skins.

I believe Rubin when he says XDefiant was poised to be the less cash-hungry alternative to CoD, offering a more player-focused experience. But given Ubisoft's financial woes, it might have been the wrong time and place to take that kind of risk.

Morgan ParkMorgan's been a PC Gamer writer since 2018, first as a freelancer and now as a staffer. He's also contributed to Polygon, Kotaku, Fanbyte, and PCGamesN. Truth be told, he spent most of high school and all of college writing at small gaming sites that didn't pay him squat. But he's grateful for a steady gig now, covering the latest shooters and the tight-knit communities that play them. He's also into general news, reviews, features, swiping a joke now and then in Slack, and even the occasional guide. Don't twist his arm, though.

1. Mark Rubin, a former executive producer at Infinity Ward, is back in the game, working on a new project.
2. His latest project was XDefiant, a free-to-play Call of Duty (CoD) alternative by Ubisoft.
3. XDefiant focused on providing a player-centric gaming experience, moving away from aggressive seasonal marketing and limited-time modes.
4. Rubin criticized modern game development, accusing some games, including CoD, of prioritizing profits over game quality.
5. He pointed out that in the past, games were marketed based on their quality, which attracted players.
6. Rubin claimed that XDefiant aimed to be a less money-hungry alternative to CoD, offering a more meaningful gaming experience.
7. XDefiant's approach, with minimal attachments and classic FPS playlists, resonated with fans, offering a break from the cheesy carnival of ugly skins in modern CoD.
8. Rubin conceded that XDefiant also had live service elements like a battle pass and paid skins.
9. He explained that XDefiant was working on a way for players to earn currency by playing and buying old content.
10. XDefiant's financial model was different, with a lower marketing budget compared to other games.
11. Despite the potential for XDefiant to make a difference in the gaming landscape, its success was short-lived, as the game was canceled last year.
12. Morgan Park, a PC Gamer writer, has been covering the latest shooters and the communities that play them since 2018.
13. He has also contributed to Polygon, Kotaku, Fanbyte, and PCGamesN, and has been writing for small gaming sites since high school.
14. Despite his love for gaming and writing about it, Morgan is grateful for a steady gig now, avoiding the struggle to make ends meet.
15. He covers general news, reviews, features, occasional jokes, and even the occasional guide.
16. Rubin's criticism of modern game development and his ideas for creating a more meaningful gaming experience piqued Morgan's interest.
17. Morgan believes that Rubin's vision for a less money-hungry and more player-focused gaming experience could have been a game-changer.
18. Morgan believes that the failure of XDefiant could have been attributed to its timing, as Ubisoft was going through financial woes at the time.
19. It's hard to imagine a world where XDefiant thrived and CoD became a less cash-hungry, more player-focused game.
20. If XDefiant had succeeded, it could have set a new standard for the gaming industry.
21. Rubin's take on modern CoD and the gaming industry has sparked conversations among fans and industry insiders alike.
22. Some believe that XDefiant's approach of returning to basics and focusing on players is the key to creating a more sustainable and enjoyable gaming experience.
23. Others argue that a game's success depends on its ability to balance creativity, player engagement, and revenue generation.
24. Morgan continues to follow the developments in the gaming industry and find inspiration in trailblazers like Mark Rubin.
25. He is excited to see what innovative gaming experiences the future holds.
26. As a writer, Morgan is always on the lookout for stories that resonate with gamers and the gaming community.
27. He believes that the conversations sparked by Rubin's comments are important and could lead to positive changes in the industry.
28. Morgan acknowledges that creating a successful game requires a delicate balance between creativity, player engagement, and financial success.
29. However, he also believes that developers should prioritize the crafting of meaningful updates and a quality gaming experience.
30. Morgan believes that by focusing on the game's quality and players, developers can create games that stand the test of time.
31. Morgan finds inspiration in Rubin's vision for a less cash-hungry and more player-focused gaming experience.
32. He believes that if more developers shared this vision, the gaming industry would be better off.
33. Morgan is proud to be a part of the gaming community and to contribute to the conversation on creating a better gaming future for all.

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