Highguard, the upcoming multiplayer shooter, faced significant skepticism even before its launch, primarily due to its controversial introduction at the Game Awards. It was meant to be a high-profile reveal, anticipated to close the show with a bang. However, the lukewarm response from viewers led many to label it a non-starter — and sparked a broader conversation about how new multiplayer IPs are launched in an increasingly crowded market.
With those headline points in place, here is a closer look at what went wrong at the reveal and what the studio may have intended.
Even so, the silence that followed the reveal may have been deliberate — and potentially strategic.
Despite the harsh criticism, Wildlife Entertainment's approach may not be as ill-conceived as it seems. Their decision to remain silent after the reveal, rather than engaging in conventional marketing, might be strategic.
With the quiet period maintained, the studio appeared to be building toward a well-timed reveal rather than a drip-feed of trailers.
Sources suggested that Wildlife Entertainment held a marketing event under embargo, indicating an imminent push. A surprise release strategy — similar to the Apex Legends shadow drop — would bypass prolonged public scrutiny and leverage immediate availability to win over players and streamers.
Potential Strategy Considerations:
Whether that strategy pays off depends on the gameplay itself — and on whether first impressions can be overcome.
While Highguard's future remains uncertain, Wildlife Entertainment's experience and past successes provide a degree of confidence. Historical examples like the rise of new IPs such as Arc Raiders and Marvel Rivals demonstrate the potential for a positive turnaround despite initial setbacks. Only strategic execution and player reception at launch will reveal whether Highguard can defy its early critiques and find its place in the gaming world.
Launching a new game in today's saturated market goes beyond just creating a compelling product. A study from Gamesite found that players require approximately 141 hours of media exposure before committing to purchase a premium game. That figure covers everything from trailers and community content to memes and social posts — not just raw watch time.
For free-to-play games, this threshold drops to 111 hours, yet conversion rates stand at just 2.07% of the targeted market. Breaking through demands significant and sustained marketing investment, which creates a genuine barrier for studios trying to launch new multiplayer IPs without an existing audience.
Multiplayer games like Highguard face a unique challenge: success depends on a critical mass of players from day one. An empty lobby kills momentum faster than any bad review. Highguard's developers appear to be taking a different approach compared to past campaigns like Concord's — minimizing entry barriers and planning a well-timed information blitz close to launch rather than a months-long marketing grind that invites exhaustion and backlash.
Critics may debate whether the genre needs another free-to-play shooter, but Highguard represents an effort by a studio with genuine experience and passion for multiplayer design. Whether that translates into a successful launch remains to be seen.
With those possible trajectories in mind, here are the questions readers have asked most about Highguard.
Highguard is an upcoming free-to-play multiplayer shooter developed by Wildlife Entertainment. It was revealed at The Game Awards and generated significant discussion, much of it skeptical, over its familiar fantasy-meets-guns aesthetic and the choice to close the show with a new IP rather than an established franchise.
Highguard is developed by Wildlife Entertainment, a studio with experience in multiplayer shooter development. The team has connections to successful games in the genre, though Highguard represents their most prominent original IP to date.
The reveal landed at the end of the show — a slot typically reserved for the biggest announcement of the night. Audience expectations were high based on past closers like Monster Hunter Wilds and Final Fantasy 16. When Highguard appeared instead, many viewers felt it did not match the hype of that placement, leading to widespread negative social media reaction.
Based on available information, Highguard is intended to be a free-to-play title, following the model of successful multiplayer shooters in the genre. This lowers the barrier to entry at launch and makes the shadow-drop strategy more viable, as players can try it immediately without a purchase commitment.
Sources indicated that Wildlife Entertainment held a press event under embargo ahead of launch — a common signal that a surprise release is imminent. A shadow drop, where the game becomes available without prolonged pre-release marketing, was used successfully by Apex Legends and could help Highguard sidestep the negativity surrounding its initial reveal.
Apex Legends launched via a shadow drop with no traditional marketing lead-up and became a massive hit within days. Highguard's situation differs — it already has a public identity and mixed first impressions to overcome. However, if the gameplay is strong and access is immediate, the comparison offers a valid template for a successful turnaround.
