At the 2023 Xbox Developer_Direct event, Microsoft and Bethesda Softworks delighted gamers with the surprise announcement and immediate release of Hi-Fi Rush. This vibrant, third-person hack-and-slash game, developed by Tango Gameworks—the first Japanese studio under the Xbox banner—wowed players with its captivating visuals and an outstanding soundtrack. While it drew inspiration from well-known character action games such as Devil May Cry and Bayonetta, it distinguished itself through innovative, rhythm-centric combat that rewarded players for synchronizing attacks to the game’s music.
Tango Gameworks has primarily been recognized for its horror-themed titles like The Evil Within, making the shift to a colorful and upbeat game like Hi-Fi Rush unexpected. Nonetheless, the game garnered widespread acclaim from both players and critics, with some heralding it as one of the finest titles published by Xbox in the past decade. However, the commercial success of Hi-Fi Rush has been met with ambiguity, as conflicting reports arise surrounding its sales figures. Should the game underperform commercially, it raises the question of whether a sequel, if pursued, should avoid being launched in a surprise fashion.
Why A Hi-Fi Rush Sequel Should Not Be Shadow-Dropped
Evaluating Hi-Fi Rush: A Mixed Success Story
Shortly after Shinji Mikami, founder of Tango Gameworks, departed Microsoft in February 2023, Bethesda executive Todd Vaughn claimed in an internal communication that Hi-Fi Rush was a genuine success. He noted that the game marked one of the most successful launches for Bethesda and Xbox in recent years, reportedly creating significant positive traction for both the business and Tango Gameworks. By March, Microsoft confirmed that Hi-Fi Rush had attracted over 2 million players on Xbox Series X/S and PC, impressive figures for a game that was shadow-dropped without prior marketing.
Importantly, as Hi-Fi Rush was included from day one on Xbox Game Pass, the 2 million players recorded do not necessarily translate into 2 million game sales.
The question of Hi-Fi Rush’s financial viability arose in April 2023, when industry insider Jeff Grubb reported that the game had not achieved the revenue it required. This statement was countered by Xbox marketing head Aaron Greenberg, who described the title as a “break-out hit”for Microsoft, exceeding all expectations. However, this narrative took a sharp turn in May, when Microsoft announced the closure of Tango Gameworks along with three other studios under Bethesda.
Fortunately, in August 2024, Krafton, a South Korean publisher, acquired Tango Gameworks and the Hi-Fi Rush IP. Nevertheless, Microsoft’s decision to dissolve the studio raises serious concerns regarding the game’s commercial performance. Although Hi-Fi Rush’s unexpected launch captured attention, the lack of marketing likely hindered its sales, and when it was released on PlayStation 5 later, it failed to generate significant buzz.
The Essential Need for an Effective Marketing Strategy for Hi-Fi Rush 2
Despite concerns about Hi-Fi Rush’s commercial performance, plans for a sequel are under consideration by Krafton and Tango Gameworks. Krafton CEO Changhan Kim recently expressed skepticism about Hi-Fi Rush 2’s profitability, yet he remains interested in its development. Should Tango Gameworks indeed launch a sequel, it is crucial that they refrain from a shadow-drop strategy like that of the original title. An effective marketing campaign will be vital for the success of Hi-Fi Rush 2, ensuring it reaches its target audience properly and makes a significant impact in the gaming market.
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