Harold Ryan, the former CEO of Bungie, who was instrumental in advancing the live-service game model with titles like Halo and Destiny, now believes that consumers are indicating through their purchasing habits that this model is not suitable for every game.
In an interview with GI.biz, Ryan stated, “I think that model is appropriate for some games, but I don’t think it’s appropriate for all games. And I believe consumers are telling us it’s not appropriate for all consumers.”
The live-service game sector appears to be facing challenges, with many titles underperforming and being discontinued. Notable examples include Suicide Squad: Kill the Justice League and Concord, among many others that have ceased operations.
A significant portion of player engagement is concentrated among a few successful live-service titles, which could explain the struggles of other games in this category, although various other elements also contribute.
2K`s decision to price Mafia: The Old Country at $50 stems from the publisher`s belief that there`s a market for more affordable, linear gaming experiences that don`t demand extensive time investment from players.
After 16 years, Ryan departed Bungie in 2016. He currently leads ProbablyMonsters as CEO and founder, a company dedicated to providing early-stage infrastructure and development support for games. ProbablyMonsters recently unveiled two new titles: Storm Lancers, a rogue-like action game for Nintendo Switch, and Ire: A Prologue, a psychological horror game for PC. Notably, ProbablyMonsters previously owned Firewalk Studios, the developer of Concord, selling it to Sony in 2023, only for Sony to later cancel Concord and close the studio in 2024.
Ryan indicated his willingness to develop another live-service game if the “right game idea and the right audience” emerged. However, he cautioned against prioritizing a business model over game development. He emphasized, “I think [for] sustainable careers, I think for the industry, it`s pretty clear that we can`t just pick a business model and say that`s a reason to make a game.”
Meanwhile, Bungie itself has experienced considerable restructuring, including widespread layoffs and a significant reorganization in 2024. Their upcoming live-service title, Marathon, which Sony, the publisher, hopes will avoid Concord`s fate, was indefinitely delayed from its original September release. Despite Concord`s setbacks, both Sony and Ubisoft continue to commit to the live-service model.
Reflecting on the turmoil at Bungie, Ryan commented that the studio seems to be in a similar position to much of the industry, where previously dependable strategies are no longer as reliable.
Ryan expressed his hope that game developers throughout the industry can establish “sustainable business models” that not only satisfy players but also generate sufficient revenue for studios to remain financially viable.
He concluded, stating, “Everyone can`t be the number one most successful game in the industry. But I think we all could be shipping successful games.”