Grinding Gear Games Explains PoE: Ultimatum Launch Issues And Marketing Blunder

Jason Winter
By Jason Winter, News Editor April 19, 2021
Share:

Launch-day issues are common enough when a game, or an expansion to a game, go live. In 2021, most gamers understand that they're an inevitable fact of life. When they're compounded with other errors, however, they can turn even the most understanding crowd into an angry mob.

Path of Exile's Ultimatum expansion was supposed to go live on Friday. It did, but the login queue for the servers "was running incredibly slowly," as Grinding Gear Games' Chris Wilson said in a post on Reddit. This was due to "human error," and a process not running that was supposed to, "catastrophically ruining our launch day" and preventing players from logging in for several hours.

That would have been bad enough, but GGG was, for the first time, also running a promotion to pay popular streamers to play the game. When it became clear that they wouldn't be able to log in and play during the proscribed time -- which would have been equivalent to "literally setting a big pile of money on fire" -- Wilson made the snap decision to let them bypass the queue so they could stream the game and give players something to watch while they were waiting.

The strategy backfired, instead causing the rank-and-file players to feel like others were getting preferential treatment. "We tell people that Path of Exile league starts are a fair playing field for everyone, and we need to actually make sure that is the reality," said Wilson.

Grinding Gear Games has adopted measures to ensure that the technical hiccups that plagued Ultimatum's launch don't happen again, while also planning "future marketing campaigns with contingencies in mind to better handle this kind of situation." That will probably include a little patience and not trying to push a big marketing plan the instant a game update goes live, when things are most likely to go wrong.

Share:
Got a news tip? Contact us directly here!


About the Author

Jason Winter
Jason Winter, News Editor
Jason Winter is a veteran gaming journalist, he brings a wide range of experience to MMOBomb, including two years with Beckett Media where he served as the editor of the leading gaming magazine Massive Online Gamer. He has also written professionally for several gaming websites.

Discussion (0)


You May Enjoy

Halloween Events Come To Rocket League, Elder Scrolls Online, And Fallout 76

Halloween Events Come To Rocket League, Elder Scrolls Online, And Fallout 76

Ghoulish costumes, galas, and Gotham.

By QuintLyn Bowers - 1 week ago
Moogles And Mountains: Final Fantasy XIV Kicks Off Two Events This Week

Moogles And Mountains: Final Fantasy XIV Kicks Off Two Events This Week

They also explain tomestone changes for Endwalker for players unfamiliar with how expansions change things.

By QuintLyn Bowers - 1 week ago
New World Server Transfers Are Slowly Rolling Out Following This Morning’s Update

New World Server Transfers Are Slowly Rolling Out Following This Morning’s Update

The update also fixes several important issues.

By QuintLyn Bowers - 1 week ago
"Killer In The Cabin" Blends Among Us And Horror Films Just In Time For A Halloween Beta

"Killer In The Cabin" Blends Among Us And Horror Films Just In Time For A Halloween Beta

Find the killer or be killed...it's that simple.

By QuintLyn Bowers - 13 hours ago
Destiny 2 Plans To Lock Two Dungeons Behind Paywalls And The Internet Is Having None Of It

Destiny 2 Plans To Lock Two Dungeons Behind Paywalls And The Internet Is Having None Of It

Two dungeons will be Deluxe Edition expansion edition (and higher) only...with a way to buy them solo added later.

By Michael Byrne - 1 week ago
Battlefield 2042's Hazard Zone Is A High-stakes Get-in, Get-out Mode With Teams Of Four

Battlefield 2042's Hazard Zone Is A High-stakes Get-in, Get-out Mode With Teams Of Four

Retrieve data from satellites before the storm closes in.

By Jason Winter - 1 week ago
See More
Live Giveaways