Highguard, the new competitive shooter presented at The Game Awards 2025, has not had the most successful launch. With a disappointing approval rating of 42% on Steam, based on over 35,000 reviews, the title has been criticized for its generic nature, sparking a debate about its future in the industry. Dusty Welch, CEO of Wildlight Entertainment, acknowledged in a recent interview that the trailer was not well received and reflected on the game’s presentation at the gala.
A game with potential, but poor marketing
Although the Wildlight Entertainment team hoped that Highguard would be a “shadow drop,” Geoff Keighley, the awards organizer, convinced the team to showcase the game in a traditional manner at the event. Welch continues to question whether this decision was the right one. “Was that the right way? Was there another different way? To this day, I still don’t know the answer,” he commented during the interview, suggesting that the way the game was presented may have affected its reception.
Despite the criticism, Welch shows remarkable optimism, expressing his desire to take Highguard to esports events and expand its narrative. “We hope it will be big enough for players to want more narrative, more story,” he added. This approach highlights his intention to learn from experience and to be open to both positive and negative feedback, which are essential in video game development.
The current situation of Highguard raises questions about how marketing decisions can influence long-term success. Welch emphasizes the importance of taking risks and being open to feedback, which could become an important case study in the world of video game development. While the criticism continues, the future of the game remains uncertain, but Wildlight Entertainment’s ambition is evident.
