BioWare Developmental Director Explains Relationship With EA, Fans

Written by: (@austinreg) | June 11, 2012 8:33 pm

39 Comments

EA has long been perceived as the most villainous corporation in the video games industry.

They even won The Consumerist‘s “Worst Company in America” tournament back in March.

Though EA is generally not looked upon kindly by gamers, BioWare — creators of the Mass Effect series as well as SWTOR — generally are regarded favorably.

In a new interview, BioWare Montreal Developmental Director Dorian Kieken shed some insight as to why BioWare was acquired by EA in the first place:

Valve, Blizzard and Bioware all had a very similar profile over a decade ago: they were all doing very high quality games that people appreciated a lot, but at a huge cost and really not selling that much. Before World of Warcraft, Blizzard as a company really wasn’t doing well. They were very expensive, and their revenue didn’t match how expensive they were. Valve, before the huge success of Steam, really wasn’t doing well financially either.

Kieken goes on to note:

[BioWare's] games are doing well, but we didn’t have a crazy breakthrough success that saved us from not being organised, like Valve and Blizzard did.

Speaking of BioWare’s direct relationship with their parent company, Kieken explains that EA’s main concern is definitely making money:

Ultimately, EA comes to the BioWare boardroom and says. ‘Here is the amount of money you have, and here is the amount of money you need to generate in X years. The way you do it is your problem.’

Kieken takes EA’s “hands off” approach to game development as a sign of their trust in BioWare.

GamesIndustry has the full article posted, and I strongly urge you to check it out.

What do you think of EA? How could they improve their image?

Let us know in the comments below.

BioWare Developmental Director Explains Relationship With EA, Fans

  • Warfox Mihomiti

    EA takes the heat off of their companies too. You don’t get disconnected from Bioware or DICE servers when you get disconnected from a game, you get disconnected from ‘EA’ servers. EA absorbs any hate or dissapointment from their companies so their reputations stay higher and thus they can sell games.

    It’s all about money, and EA will take a lot of negative PR if it means the companies that work for them don’t get the negative PR. They’re pretty damn good at it!

  • Avaloner31

    So in other words we can blame Bioware and not EA for all the DLC for games like ME3? Still its an interesting insight into the EA/Bioware thing.

    • Warfox Mihomiti

      What DLC for ME3 are you talking about? The DLC that has come out so far has been either free multiplayer updates, or the highly controversial collector’s edition pack-in. Even the ending update is going to be free. Anything after that is after that and just an addon to the game that shouldn’t be free to begin with, but the only thing that SHOULD have been free that wasn’t was the pack-in. 1 out of 4.

      • http://www.facebook.com/profile.php?id=100000327647180 Thomas Mudway

        The prothean DLC costs money

        • Warfox Mihomiti

          I mentioned that. What I was saying is that Avaloner31 makes it sound like there’s been dozens of pay-for DLC put out for ME3, and there hasn’t.  Of all the DLC we know of so far, 3 of 4 have been free, and honestly the multiplayer DLC is getting a lot more total play time then the Prothean did. The expanded ending will be free, whether we enjoy it or not. Most of this is being paid for by the wildly successful microtransactions in multiplayer which, despite people being told to avoid it, they consistently purchase it. Those folks are what’s keeping multiplayer DLC free so far.

  • http://www.facebook.com/domingo4th Domingo Cardona

    Bioware is unsuccessful because they lie and turn their back to their fanbase:

    Dragon Age 2 going Mass Effect gameplay (action button mashy, speech wheel, etc.)

    SWTOR talking trash about WoW but does the same things (raids aren’t heroic with multiple heroes beating on one boss, tab target fighting)

    SWTOR lies about doing things you wouldn’t normally do on other mmos

    I could go on and on but the point is that they are dying since EA took over and they made the choice to let EA in…let’s not pretend with the “w-what? bioware unsuccessful? IMPOSSIBRU!” because they aren’t as successful as they were with Dragon Age Origins and they’re not making it any better with all these cut corners and lies to their fans.

    • Kagitaar

      While I liked the combat in DA2 (my anger was directed at all the lore they flushed down the toilet with their kindergarten story) I have to agree with the rest, especially he forums bit. Their mods get angry easily, and when they are angry they just go on banning binges.

  • http://profile.yahoo.com/THJWE4XEXAMAPW3CUGPFYCUDHE Prime

    Ok Blizzard successful – Valve successful–

    Bioware – > Dragon age 2 fail. Swtor fail. MAss effect 3 fail

    SO MAKE MONEY by not screwing your customers?

    At least Blizz and Valve try to make games that dont piss on their fans.

    SWTOR – put out end content…
    Mass effect 3 – MAKE A NEW ENDING  dont tell the fans “WE HAVE VISION SCREW YOU”

    how about that?

    • Jay Nielson

       I wouldn’t go as far to say swtor fail or Mass effect 3 fail.  I got a ton of play time out of both.  Did I enjoy them as much as I had hoped?  No.  The games were worth the money to me, so I’d not consider them failing.  Honestly I think you have to lay a lot of the blame with the management of the games…  Look at tor in the final stages of beta.  Illum, which went on to be one of the biggest frustrations for gamers, was just not tested.  When beta closed they did not have things set up and tried to cram them in at launch.  This is a management decision.  Waiting too long to implement a major patch then bloating it with class changes also a management decision.  The problem is these things will be ironed out eventually and the game may become very fun, but the damage was done with the way things were implemented.  It’s sad to see that the managers are not the ones getting the axe though.  I wouldn’t trust their leadership to run a papa johns.

    • Chikane Himemiya

      Blizzard and Valve became successful by finding a niche, the first really mass market MMO for Blizzard and the pioneer digital distribution service for Valve.  It really doesn’t have anything to do with how they treat their fans, in the end it’s all business.

  • http://profile.yahoo.com/THJWE4XEXAMAPW3CUGPFYCUDHE Prime

    Oh and BIoware -> stop spinning the sissues and stop making EXCUSES….

    • Warfox Mihomiti

      What spin? Someone asks a guy at Bioware a question, he answers it. This is insight that people want to hear.

  • http://profile.yahoo.com/SMGRLFM4UASOO7QO26HTHBLIOI Shawn

    EA is Terrible, they know it and they don’t care. They Profit. Stop Buying their games!

  • Sharuko

    The only bad BioWare game was DA2, if they fail at their next game I will lose hope in BioWare.

  • http://www.facebook.com/people/Kyle-Bohannon/1429322817 Kyle Bohannon

    wish i cared. i play games that i find fun regardless of what company makes it. i enjoy blizzard/activision products and i enjoy bioware/ea products. different strokes for different folks

    only until d3 have i felt like i didnt get my moneys worth but thats an argument for a different article =)

    • BBarrikade

      My thoughts exactly.  I own multiple games from all the major dev/publishers and pretty much enjoy/enjoyed all of them.  Until Diablo 3…

  • Krzysztof Róg

    If Bioware want to “cater to community” so hard, why on earth did they just COMPLETELY EXCLUDE EU RPers from transfers ?

  • jgelling

    So hands-off is total control over their budget and demanding x% return on investment? That sounds more like Vinny the Neighborhood Loan Shark’s idea of hands-off business management.

    • http://profile.yahoo.com/ITHF7XKYGVXFAPCDMDJTKHLBBU Lian Wan

       You are in a hole, here is a shovel. You are free to decide how you are going to dig your way out. :)

  • pandora005

    The problem is that you have to make it clear to “investors” that you dont screw with your customers in an attempt to milk them because a reputation is lost in short time while it takes years to build it.

    Catering to the “idiots on forums” who cry loudest is generally a bad idea IMO.

    The only expectation EA should have is that for X dollars they get X+1 dollars in return (or something sensible like it). 

    • jgelling

      Well that’s really the issue: return on investment over what period of time?

      X+1 this year? Or do they let BW risk it and go for 2X with great games, even if that’s X-1 this year? The BW guy is saying they have a lot of freedom with annual budgeting, but that’s kind of tough to reconcile with what happened a few weeks ago where EA came in and slashed budgets all over the place.

      I don’t know – there’s a little insight here, but it’s hard to make sense of what’s actually true. Of course the BW guy wants to say he has freedom to make decisions – that’s what all prisoners with a gun to their head have to say :)

      • http://pulse.yahoo.com/_R35J5EUERGS3E6JRIQMBCDTRRY Nathan I

        I actually don’t think EA had anything to do with the recent Bioware layoffs. Based on what that guy said, they expect x revenue in y years and Bioware can decide the method themselves. With their games getting a lot of hate for being mediocre and worse, the fastest way to “generate revenue” on paper is to fire a lot of people and reduce costs.

        • Warfox Mihomiti

          Highly likely.

  • scottsummer

    rEAper .

  • jon Tang

    Masseffect3 ending and the delayed released date because of it is EA telling Bioware to make the ending as open as possible to milk money from DLC.

    Now they come out and try to do damage control. That is all Dorian Kieken is doing in this article.

  • http://www.facebook.com/profile.php?id=1260066056 Steven Diaz

    Bioware made the game, so I give them my “hate”.  Plenty of other companies work on deadlines and still manage to make good games.  No company wants a game in development for 10 years, by the time it’s released it will have outdated features for starters.  That means a LOT more time and money going in to a game with not only diminished returns but also a larger risk.  The same development cycles that Bioware had BEFORE EA are pretty much the same ones they are using in terms of time.  Take DA2 for example, copy and paste everywhere and a dumbed down world and story.  Where did the development cycle go?  The game was mediocre in almost every way.  Most of the characters in it were pretty bland and unexciting.  Mass Effect 3, that got more love and even then the ending was horrid and inconsistent.  SWTOR, my lord, most of the development time on that door-stop was spent adding voice over because after so many years of development, I can’t comprehend how they managed to make such a linear game with such uninteresting characters and story and ZERO endgame.  The time they have to develop their games isn’t the issue, it’s what they choose to focus on that they fail.  I still think back and remember the employee that quit from SWTOR because he said that the game was pointless, the only thing they had to be proud of was voice over. 

  • jayremy

    People always blame EA for being greedy, yeah yeah yeah. There is a number of other companies that do too, a lot of people give Activision a free pass when they turned at least 2 of the biggest game IP’s into nothing but known cash grabs. I tend not to look at it as greed much from EA as it being bad business decisions.

    I think making a good rep for yourself is extremely important int he game industry as a publisher and producer, and they don’t do such a good job at such. They try to dictate deadlines for games too much and try to copy the Activision DLC model but going way overboard with it.

    I think Bioware could’ve done a bit better ultimately they decided what to do with the money EA gave them, and made another “WoW clone” with vastly expensive VO. They should’ve focused on making their game unique and have all the bells and whistles, then started adding content and design the game to such. Seriously I don’t think the Star Wars IP looks sensible to be played as a UI+hotkey style anyways, if anything I think it would’ve made an epic shooter MMO.

    EA isn’t the evil company in the end, because you know they are just publishers, if the developers really cared about not ruining their game reputation over money they would’ve negotiated terms better with EA or avoided them all together.

  • http://www.facebook.com/profile.php?id=506728308 Julian F’n Mugnieco

    I think the issue with the money is the amount of money. Sure a company may invest a huge amount of money and expect an epic return, but that’s rarely the case. The main issue for developers is time. Look at games large games like EVE, or small time games like Dust, or Path of Exile. These games are incredible, free form representations of what the video game industry should be, and the majority of them are developed by some companies, on their own dime, without funding from some huge conglomerate. The joint reason here is that, sure there’s no backer giving them money, but there’s also no backer sucking them into a contract that pushes a game out before it should be.
    There are cases in which publishers might not push games out before they’re due (Anet-NCSoft), and there are some cases in which that does occur (Activision-Blizzard, EA-Bioware). It’s really a crap shoot.

    The saddest thing is that the games with the big names, and the big backers, and the big development teams, are often the worst of the worst, hold back the video game industry, yet do the best, while the indie/smalltime companies make incredible games and get over shadowed.

    Keiken says that Valve and Blizzard have backers and that is why they are successful? Valve is Valve. They have no backer. they kicked Vivendi to the curb w/ HL2, and they are one of the few developers I still have respect for.

    Blizzard? Blizzard made the entire Warcraft series on their own, and then made it big with WoW. Activision noticed and BAM bought a controlling stake. Now blizzard makes terrible games, and tries to sue good devs over what they think is their IP (dota).

    Bioware could have made big bucks on their own with ME1-3 and SWTOR… Sure they might not have had hollywood actors do voices in SWTOR or the ME franchise, but if they spent the extra time on story, engine, gameplay, and immersion, that shouldn’t had made the difference.

    I guess my point is, fuck EA, fuck Vivendi, fuck Acti, and fuck Blizzard.

    SMILES!

  • integerx

    If Bioware cared what their fans wanted, they would retcon the Mass Effect 3 ending.

  • http://www.facebook.com/mark.biermann.18 Mark Biermann

    Still, despite the endless discussion about ME3 ending sucks and so on, it would seem that a lot of people complained about it, therefor bought the game (one would hope). Yet if a company like bioware is not succesfull, you wonder how crappily the profits in a whole lot of other companies must be.

    • Kagitaar

      Well, that all depends on cost. All that VO with big names costs an absurd amount of money that ends up bloating the game’s budget but since you can’t raise the price or lower the costs in the rest of them game, you just have to pray for sales. If those sales don’t come because of controversy or bad marketing, well, you are screwed.

      Little companies on the other hand, have a lot more risk being unknowns, but since they tend to have smaller budgets, they require many fewer sales to achieve the same profit as the big guys.

  • http://twitter.com/Zedris Zedris

    mass effect 3 ending made me not want to buy another mass effect or in general bioware game. and im not even gonna talk for the supposed wow killer swtor which is the ultimate fail

    • http://twitter.com/overbyte overbyte

      thing is that the swtor team may have smirked a bit when questioned about being a wow killer (there’s no doubt that they were having that particular smoke blown up their butts) but they never admitted to it being their goal – the only people that were saying that were from ea and then only in the investor calls which are designed to get people excited.

  • http://www.facebook.com/tudor.simu.9 Tudor Simu

    There is so little insight in most of the comments here it’s almost heartbraking. Not to mention that by the looks of the comments, some of the people didn’t even read the article. It’s ok to have an opinion guys, but get informed first and for the love of god learn what logic and perspective are. Most of you lack it completely.

    • InvaderMig

      When making statements like those, it’s usually best to follow up with some insight and logic of your own.  You know, to give the an example of what the people commenting were sorely lacking.  Otherwise you just end up looking like some jackass who only formed an opinion about opinions while contributing nothing at all to the discussion, kind of like what I just did here.  You certainly wouldn’t want to do something like that, because you’d just look silly.

    • jon Tang

      Mass Effect ending was good, 2′s ending was epic. 3 under the “EA’s artistic vision of keep ending as open as possible to milk dlc for cash” was so fail.

      Note I say EA’s and not Bioware’s because one of the story writers had come out on an interview saying the original ending was themed on the “dark matter” as seen in 2′s ending of the sun on screen at the illusive man’s office. Hows that for been informed?

      Kieken lies though his teeth about EA giving them free reign.

  • Marc Allen

    Well….if they want to make DA3 the best it can be, forget DA2 was ever conceived and go from there. DA2 was just a pile of absolute crap.

  • http://profile.yahoo.com/A25YQ3HO7U4LIHIHWSLG63WCYI Nisarg Shah

    You don’t have to be multimillion dollar company to be successful. I would say bioware is pretty successful even with flop of ME3 ending/ToR. But then again, I don’t consider ToR to be failure.
     

  • http://twitter.com/nicholsmln matthew nichols

    They really screwed up their image today, that’s for sure!

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