Pete Hines, a former executive at Bethesda, recently shared insights into the skepticism that often surrounded the company`s game releases and how he maintained conviction in their strategies despite widespread doubts.
In an interview with dbltap, Hines recounted how questions arose regarding The Elder Scrolls III: Morrowind`s viability as an Xbox exclusive. Similar concerns plagued The Elder Scrolls V: Skyrim`s launch, scheduled for November 11, 2011, just days after the highly anticipated Call of Duty: Modern Warfare 3 on November 8, 2011.
Hines vividly remembers the prevailing sentiment: “Skyrim can`t possibly compete with Call of Duty in the same release window. Everyone will be playing Call of Duty; your game won`t sell.”
Acknowledging Call of Duty`s immense brand power, Hines nevertheless held firm in his belief that Skyrim was a “superior game” and was prepared to invest significant marketing resources to prove it.
He famously declared his intent to “go up against those guys” and allocate marketing funds, confident that even with a smaller budget, Bethesda could emerge victorious.
Ultimately, both titles thrived in 2011, with Modern Warfare 3 securing the top spot as the year`s best-selling game in the US, and Skyrim following closely at second. Skyrim`s enduring legacy is marked by over 60 million copies sold globally, cementing its status as one of history`s best-selling games. While Modern Warfare 3`s exact total sales remain undisclosed, Skyrim`s impressive figures were boosted by its release on various platforms over time.
Hines also recalled advice against launching The Elder Scrolls IV: Oblivion in the spring of 2006, as the conventional wisdom dictated “nobody releases games in the spring.” Despite this, Oblivion, released in March, “did just fine,” Hines affirmed. The game continues to be celebrated by fans to this day.
For Hines, defying industry norms and achieving success was the most rewarding aspect of his tenure at Bethesda. He reflected, “I believe we excelled beyond others in our achievements – from the awards we garnered and the player base we attracted, to the integrity with which we operated. My aim was to be part of an organization whose methods I would always be proud of, should anyone scrutinize them.”
Following Microsoft`s acquisition of ZeniMax, Bethesda`s parent company, Hines departed and is now retired. Nevertheless, he continues to offer his perspectives on the industry, notably his views on Xbox Game Pass.