
Publishing of BAR and Hooded Horse intro
Hi everyone!
I'm Tim, CEO of the publisher Hooded Horse, currently in discussions with the BAR admin team about potential publishing. I wanted to come into the community and introduce myself. I think the BAR team did an amazing job of laying out the details of what we're discussing, so I'll stick to talking about Hooded Horse and our goals and hopes for the project. In doing so I'll try to answer a few things I've seen come up in discussion.
So first, a brief intro to who we are. Hooded Horse is an indie publisher exclusively for strategic and tactical games. It was sort of an outgrowth from me modding, I created a mod for a DLC for Warband, named VC Balance Mod (https://www.moddb.com/mods/vc-balance-mod). I'm terrible at naming things, and originally I thought I would just mod like 10 minor things that bothered me, then 13 versions later I was buried in endless changelogs and wondering where the 100s of hours went. Then a friend suggested I should found a publisher, I looked around and thought that sounds fun, and then we got started. We're now a little under 40 people, with our goal being to keep publishing the most interesting new strategy games (forever ideally).
And that of course brings us to Beyond All Reason. The game is amazing, the developers behind it are amazing, publishing it would be an absolute honor, and allowing it to reach a far larger playerbase would be exactly the sort of goal that motivated me to found Hooded Horse. So I'm very excited to introduce myself here!
One thing I saw come up in a few comments to the devs' post -- people wondering about whether bringing in a publisher would lead to 'seizing control' or destroying the community-driven project. I thought it might help to explain a bit about how things work from a commercial perspective.
So as the devs laid out in their post, the plan is a version that is sold on Steam that includes a singleplayer campaign, and a free version on the website for multiplayer that is fully cross compatible and offers the same functionality. Some people speculated that this plan wouldn't generate returns and the publisher would start locking multiplayer factions and units or such behind a paywall.
This one is easily answered by just saying -- we have no power to do anything like that and the contract protects the developer's right to maintain the free version. The legal discussions actually dragged on for months, with words being changed this way or that, with the devs expressing their commitment to the free version and ensuring absolutely nothing could threaten it no matter what happens, in the most ironclad way possible.
That having been said, it's also worth directly exploring the incentives and how all this works, because we also have no incentive to want that.
So the way to start understanding this is to ask, why would players buy the Steam version if the free version allows them to experience multiplayer anyway. And there's then discussion of the role of singleplayer campaigns and such. And fair enough, singleplayer is a draw. But there's something more fundamental here -- people buying on Steam generally aren't going to be engaging in a feature by feature cost vs value comparison on what they could accomplish for free. Anyone who wants to download one of our games could probably pirate it in a second, we don't use Denuvo or any of that crap.
People who buy a game do so because they like the idea of supporting the devs, like the support the game is getting, and don't mind what is ultimately a pretty reasonable price for something they are going to play for many hours.
In other words, people buy on Steam because they are being treated well, and feel good about treating the devs well in return, not because someone forces them to.
Maintaining a free version on the website is not in any way a threat to Steam sales. If people play the free version and enjoy it, awesome! If they end up one day deciding they want to support development and buy on Steam, that's awesome too. But even if I were the most greedy, conniving person imaginable, I'd also be smart enough to realize that I don't help that happen by plotting to lock multiplayer features away and trying to force people into buying. That's the kind of shortsighted behavior that costs a company big.
And anyway, I'm not especially focused on profit. By virtue of us being entirely private (and me owning just under 70% of the company, and having the other shareholders all be individuals and no institutions or anyone with expectations of me) -- we don't really face any financial pressure. I even wrote into our corporate bylaws that we can prioritize ethics and artistic integrity and such over profit, just so everyone who ever invested in us early on knows what to expect. The point of the company isn't maximizing money, the point is helping amazing devs and strategy games. It's nice to get good returns, give our staff nice raises and build out better capabilities to help devs better, but the point is the great games.
But again, even if I were maximizing for profit, I would play the long-game and do everything I can to treat players and developers right. What's pretty much the most profitable game company out there? Valve. And they got where they are by doing exactly that, taking care of players and offering opportunities to developers, doing the right thing. I believe there's a real moral and ethical commitment behind that by the Steam team, but in the end the best long-term way to build a company that does great is not to do a bunch of short-sighted stuff that attempts to milk players for money, but rather to take care of them as your highest commitment.
So that's the plan. A Steam release alongside a great free version on the website.
To be clear, the contract is express in stating that the funds we are giving the developer to help with development can be fully used to enhance the game as a whole, both the free and paid version, because they are essentially the same thing. Yes, part will go specifically to the singleplayer campaign, but plenty will be used for multiplayer as well, and the contract is clear the devs can fully use the funds in that way. Whatever is best for the game as a whole. Anyway, we never control devs in any of our publishing contracts, we never put in milestones or requirements, we only work with people we trust to make the right decisions themselves.
Now I have seen some people ask why the Steam version can't be free to play and then rely on in-game monetization. This is just a bad model for indie strategy games to be sustainable honestly. We've never published a free to play game, we're always a complete game to own for a reasonable price, because that's what works well for everyone. I don't want to be thinking about user acquisition values or such, we just want to focus on having good games and showing them to people.
I've also seen some people ask why the devs need us to get on Steam. Now, certainly, funding is a good benefit. But honestly at Hooded Horse we are mostly a publisher used by developers who would do fine self publishing and often they have all the funding they need. If you look at the games we've published, some already had 500,000 or more wishlists before they signed on for us to publish (Manor Lords, Heroes of Might and Magic: Olden Era), they clearly could have self published just fine. Some were already released into Early Access and doing amazing before they brought us on to take over publishing (Workers and Resources: Soviet Republic, Empires of the Undergrowth). And some were already released into version 1.0 and came out around 10 years ago and just brought us on because we enjoyed working together on the later game and they wanted us to help out with the earlier too (Battle Brothers, Darkwood). Mostly we sign devs because we all like each other and like working together, and think we would do an even better job together.
Now to be clear, we haven't finished the publishing discussions, so I'm still sort of hoping and getting excited but nothing finalized yet. But very much hoping. There's 3 of us over here at Hooded Horse who are absolutely insanely excited about this and have been working on things during this discussion process. Myself of course. Snow, my wife who is also our President and CFO, and Mandy (MandaloreGaming) our Chief Player Experience Officer -- we've been having these discussions and getting more and more excited, not the least because of how much we like everyone we've met from the BAR team -- the devs are truly amazing people.
Anyway, I'm incredibly excited about the chance to help BAR reach a wider audience. The game is wonderful, and so many new people out there are going to be thrilled to discover it. And I would feel honored to serve as publisher and play a small part in its amazing journey.