Competitive Crunch: How to Stand Out When Your Game's Release Collides with the Competition

Competitive Crunch: How to Stand Out When Your Game's Release Collides with the Competition

One of the most daunting is when your game is set to launch around the same time as a similar title from another studio. What happens when the competition comes out of nowhere? This scenario is more common than one might think, as many studios develop their projects in silent mode, only to unveil them when they’re nearly complete. Two studios may find themselves with eerily similar games, both slated for release in the same year, putting immense pressure on each to stand out.

The Challenge of Differentiation

When another game that mirrors your project’s genre, style, or gameplay mechanics emerges, the pressure to differentiate becomes intense. The stakes are high, as a competitor’s success can directly impact your game’s performance. In some cases, studios have successfully pivoted, making last-minute changes to capture a unique space in the market. In other instances, attempts to differentiate have fallen flat, leading to underwhelming releases.

Successful Pivots: Seizing the Moment

One recent example of a successful pivot is "Marauders" by Small Impact Games. Initially, the game was set to be released in 2022, but it faced stiff competition from similar titles like "The Cycle: Frontier" and "Escape from Tarkov." Recognizing the challenge, the developers made significant adjustments to the game’s tone and mechanics, focusing on the gritty, industrial sci-fi aesthetic and enhancing the looting mechanics to stand out in the crowded extraction shooter market. The result was a well-received early-access launch that carved out a niche among fans of hardcore shooters.


Marauders by Small Impact Games

Another success story is "Stray," a game in which you play as a cat in a cyberpunk city. Although not directly competing with a similar title, the game was developed in a genre saturated with indie platformers and puzzle games. By doubling down on its unique premise and art style, BlueTwelve Studio captured widespread attention and critical acclaim, setting it apart from other indie titles released in 2022.

Failed Attempts: When Differentiation Falls Short

On the flip side, there’s "Babylon's Fall" by PlatinumGames, a title that suffered from unfortunate timing and lackluster differentiation. Released in March 2022, it entered a market that was already buzzing with live-service games. Despite attempts to offer a unique twist with its cooperative multiplayer and art style, the game failed to distinguish itself enough from other high-profile titles like "Destiny 2" and "Outriders." The result was a lukewarm reception and a rapid decline in player numbers, leading to the game’s servers being shut down within a year.

Similarly, "Last Epoch," a promising action RPG, was in a tough spot when it was released shortly after the highly anticipated "Diablo 4." While Last Epoch had its own dedicated fanbase and unique mechanics, it struggled to capture attention in a market dominated by Diablo 4’s overwhelming presence. The timing and sheer weight of Diablo 4 overshadowed Last Epoch, making it difficult for the game to achieve the broader recognition it might have garnered in a less competitive release window. This is why the Titan Quest 2 team decided to time their release way past Diablo's publication date wisely.


Last Epoch vs Diablo 4

Tips for Studios Facing Sudden Competition

  1. Assess the Market Quickly: As soon as you become aware of a competitor with a similar release timeline, conduct a rapid market analysis. Identify their strengths, weaknesses, and what makes your game different.
  2. Leverage Your Unique Selling Points (USPs): Double down on what makes your game unique. Whether it’s the art style, story, gameplay mechanics, or tone, emphasize these elements in your marketing and possibly even last-minute game tweaks.
  3. Consider a Strategic Delay: If the competition is too fierce and you need more time to pivot, consider delaying your release. This will allow you to refine your game and avoid a head-to-head clash.
  4. Engage with Your Community: Use your community as a sounding board for potential changes or pivots. Engaged fans can provide valuable feedback and help you gauge which aspects of your game resonate the most.
  5. Adapt Your Marketing Strategy: Tailor your marketing to highlight what differentiates your game from the competition. This might mean shifting your messaging, emphasizing different features, or targeting a different demographic.


Of course, giving a few tips is much easier than following them. After all, it can be unimaginably difficult to pivot a late-stage project or to postpone the release date by a year. Still, a bad start can kill your financial gains. So, you will have to choose the lesser evil.

If you need to lay a scalable foundation for your game so you can adapt to unexpected releases by other studios, contact us!

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