Bethesda: Dishonored clearly a new franchise

Marketing boss says sales are far exceeding expectations

Bethesda has been singing the praises of its latest hit, Dishonored, reporting better than expected sales and a bright future for the steampunk stealth title.

"I can tell you that Dishonored is far exceeding our sales expectations, which is especially cool considering it's new IP facing a host of well-established franchises this quarter," Bethesda's VP of PR and marketing Pete Hines told Destructoid

"We did terrific numbers again this past weekend, both in stores and on Steam, where Dishonored was listed as the #1 selling title over the holiday weekend. And Dishonored has really sold well overseas. So, we're very pleased and appreciate all the fans that have supported Dishonored and Arkane. We clearly have a new franchise."

The game scored well with critics, and in August Arkane's Harvey Smith spoke to GamesIndustry International about launching the new IP.

"I haven't always been successful with the types of games I want to make...but Bethesda has had great success with following the creative vision of teams. It's the right combination at the right time. It could have turned out every differently."

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Latest comments (16)

Dominic Clarke Programmer, Slightly Mad Studios9 years ago
Really pleased to hear this. It's such a great game, lovingly crafted, great setting, and most important, a lot of fun.
Word of mouth seems to have been at least partly responsible for its continued sales success. It wasn't on my radar at all until a few colleagues recommended it.
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Dave Herod Senior Programmer, Codemasters9 years ago
"We clearly have a new franchise."

I really hope by that he isn't thinking "now we've got an excuse to churn out the same IP over and over every year". Why is Dishonored doing so well? Because it's NEW (and very good) IP that gamers are desperate for. I only bought it the other day and I'm liking it a lot so far, but I don't want to see it rehashed over and over. I don't mind sequels, but only if there's some breathing space between them.
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Peter Dwyer Games Designer/Developer 9 years ago
Bit confused by this. Was I playing a different game than everyone else?

How is this a franchise when the story has nowhere to go?
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Show all comments (16)
Barry Scott Software Design 9 years ago
I assume that they will tell someone else's story in the same universe.
Done right they will keep the fans of Dishonoured on board while doing new things.
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Marco Ferrada Studying Analista Programador, Inacap9 years ago
I would dare to say that the next installment would focus on


Daud descendants and disciples, they're also a brotherhood-like and would be interesting to know what would happen to them.

I just hope Bethesda don't make things like Activision with its anuals CODs and take 2K's or Ubisoft's way instead (AFAIK, AC IP is not launched every year).
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David Radd Senior Editor, IndustryGamers9 years ago
I don't think they would annualize this - Bethsoft isn't into annualizing its releases anyway, and I'm not sure they could with a game like this even if they wanted to. Regardless, if you think about the potential of a new Dishonored game every 3-4 years or so, I think they could go places with this.
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Greg Wilcox Creator, Destroy All Fanboys! 9 years ago
Well, given that Bethesda didn't make the game (it's from Arkane Studios), I'm gathering they'll want to have a bit more time to work on a new game as opposed to churning out a quickie follow-up. I'd say use the same settings, but open up the map to include more of Dunwall and its outskirts amd perhaps more playable characters. Stick to solo play, as MP in this game would ruin things unless it wasn't just running around shooting each other in the face. There's a case where innovation would be preferred over more of the same.

Then again, Rat Swarms versus Tallboys, anyone? Just kidding...
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Andrew Goodchild Studying development, Train2Game9 years ago
"Well, given that Bethesda didn't make the game (it's from Arkane Studios),"

Which is a Zenimax subsidiary.
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Greg Wilcox Creator, Destroy All Fanboys! 9 years ago
Yes, I know - let's not get too overly picky here or else it turns into a page of those folks thinking Capcom, Konami Sega, etc. "make" every game they publish. Arkane doesn't do anything Elder Scrolls, not does id and so forth and so on...
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James Berg Games User Researcher 9 years ago
I found the game was phenomenal in the first 6 hours or so, but just didn't do much to keep things interesting in the mid/back half of the game. The ending was a colossal let-down as well. The IP is obviously strong though, and it'll be interesting to see where they take it. They've added some really interesting mechanics, and now that they can spend most of their time working on setting and building, rather than back-end stuff, I think the next could be a far better game.
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Marty Howe Director, Figurehead Studios9 years ago
I wish they would accommodate more action players. ie I maxed out on the pistol upgrades, but that's only a total of 30 rounds (plus 20 explosive rounds) That's not enough for an action gamer, give me 100 or 200 rounds. Combat was tedious, once you're spotted, enemies swarm on your singular location, instead of fanning out, flanking, crouching etc. The game feels incomplete, an experiment almost. A sequel should allow the developers to learn from their mistakes etc. and deliver a better game. Being inside those environments makes up for the games shortcomings though, looks great.
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David Radd Senior Editor, IndustryGamers9 years ago
Bethsoft = Zenimax in most practical ways; I tend not to write Zenimax because many people aren't familiar with what that is. The head people of Bethsoft are the major decision makers for major releases from their company (Pete Hines is the VP of PR and marketing for Bethsoft, but he deals with more than just The Elder Scrolls) and subsidiaries like id Software and Arkane. The point is that they've never been about rushing things out the door, and I don't expect them to do that with Dishonored if they plan to do a sequel.

Edited 1 times. Last edit by David Radd on 29th November 2012 3:59pm

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Steve Nicholls Programmer 9 years ago
Not every game needs to become a franchise... Alot of people were mislead into thinking Bethesda developed it themselves and bought it.
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Ian Brown IT Developer / IT Infrastructure 9 years ago
Not every game needs to become a franchise...
This, so much this.

You look at the game chart and like 90% of the games are just "something 2/3/4" or "something: the new subtitle". Its nice that a different type of first person game can be released without involving the good ol U.S of A going to some middle eastern country in the name of democracy.But another franchise? Why not just let this one age gracefully or stop while its hot rather than being milked further into blandness and boredom year after year. The obviously have a good team, let them do something original again! Come back to it in a few years time (5/6) and it'll feel fresh again.
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Marty Howe Director, Figurehead Studios9 years ago
Instead of letting it go to age gracefully, listen to the fans, remove the bad elements, expand on the elements people liked etc and give us part 2. Everyone wins (consumer, developer, publisher)
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Stephan Schwabe Multichannelmanagement, Telefonica9 years ago
Hopfuly thy wil change ther marketing for the next Dishonored.
This game isso much about decision making.
I buyd this game on steam during the sale week. As many i was misguided by ther marketing: just another killing spree game..
Is it so hard to sell games with emotions and decidions? The story and charakters are strong in this game.. And non of this is announced in the trailer..
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