Blizzard's Turbulent Journey: From Gaming Giant to Industry Cautionary Tale
Jason Schreier's "Play Nice" chronicles Blizzard Entertainment's rise and fall, revealing a culture of excess and the clash between creativity and business in the video game industry.
Blizzard Entertainment, once a titan in the video game industry, has experienced a dramatic fall from grace. This transformation is meticulously documented in Jason Schreier's new book, "Play Nice: The Rise, Fall and Future of Blizzard Entertainment," set to be released on October 8, 2024.
The company's journey began modestly in 1991 under the name Silicon & Synapse. It quickly rose to prominence with groundbreaking titles like "Diablo" and "World of Warcraft," the latter becoming one of the most successful MMORPGs in history with over 12 million subscribers at its peak. Blizzard's influence extended beyond individual games, with their annual BlizzCon convention starting in 2005 and their "Battle.net" platform pioneering online gaming services.
However, Blizzard's success bred a culture of excess. Schreier's book reveals instances of developers behaving inappropriately during company events, likening their conduct to that of fraternity members. This behavior, coupled with inadequate wages and allegations of sexism and harassment, tarnished the company's reputation.
The 2008 merger with Activision marked a turning point for Blizzard. The clash between creative and business interests became more pronounced, with executives often interfering in game development. This tension is exemplified by an incident where Activision CEO Bobby Kotick criticized character designs in "Overwatch," a game that would later win Game of the Year at The Game Awards 2016.
Blizzard's decline mirrors broader industry challenges. The company has faced numerous controversies, including the poorly received "Warcraft III: Reforged" in 2020 and backlash over "Diablo Immortal's" monetization practices. These missteps, along with multiple lawsuits regarding workplace discrimination, have significantly impacted Blizzard's standing in the industry.
"It's more than just Blizzard, especially as you get into the later chapters and the saga of Blizzard versus Activision and the creative versus business interests butting heads. The story goes beyond just the individual products and says a lot about America, capitalism, industry, creative, money and power struggles."
The video game industry as a whole is grappling with escalating production costs and unrealistic expectations. Schreier's book arrives at a crucial time, as exemplified by Sony's recent unprecedented decision to remove "Concord" from stores after just two weeks due to poor sales.
Despite these challenges, Blizzard's legacy in gaming remains significant. The company's "StarCraft" series pioneered esports, while "Hearthstone" boasts over 100 million registered players. Blizzard has also contributed positively to society, donating millions to various charities through in-game purchases and events.
As the industry continues to evolve, Blizzard's story serves as both a cautionary tale and a reflection of the broader challenges facing video game development. With Microsoft's recent $69 billion acquisition of Activision Blizzard, the company's future remains uncertain, but its impact on gaming history is undeniable.
