Dear Casey,
Dear Mass Effect Team,
Dear fellow Mass Effect players,
First things first: There is no interest in this letter to cause you, or your employees and fellow colleagues at the Mass Effect Team, any harm. Quite honestly, I'm deeply grateful that you delivered to us, your fans and out most importantly, your customers, such a great piece of entertainment. Because Mass Effect, and I include in this phrase all three games, is exactly that; a great piece of modern entertainment. It was a cinematic movie, a fantastic novel; we all have been able to be part of in many means. It might be that it is the direction sign for future participating entertainment. And I really had to raise myself to get going writing this letter.
But before I go into what I want to say, some words on why I had to raise myself. I'm not actually the type of human being stomping in the first line onto something. I tend to make my mind up before I get to the point where I'll take my move. Especially if the topic is something that has had a pretty big impact on me - and again to be quite frank, the last minutes of Mass Effect 3 had quite an impact on me.
So before I boarded the other ships, which rode the wave of critics, frustration, feedback and demand, I made my mind up. I followed the news; I read the social discussions, analysis and pretty most everything else. I discussed with many people about their experience, among them close friends, family, but complete strangers as well. I tried to understand what outraged or disappointed my fellow Mass Effect 3 players. And I tried to understand what might have happened. I didn't want to be part of any discussions and guessing about what you might have had in mind or what might is there to come - which was obviously difficult. And I won't.
This is what you have finished after 5 years of writing and project management and surely 2-3 years of coding. And finally this is what you have shipped and sold. So, this is the ending you wanted the community, and let's face it, you have created with Mass Effect a huge, faithful community of people around the world from what ever descent, to experience. There is no need or outcome of discussing possibilities and reasons, unless we, as a community, would get any hint from you.
I think there are a lot of messages, posts, videos, pictures, and what kind of input, for feedback out there which will easily explain, what the community felt was 'wrong' with the ending, and what their feelings have been. So I don't need to wrap all this up, and I don't feel that my word is needed there.
But I feel that it was about time, that someone would address something different about the endings which we were able to see.
Let's face it, from a business point of view, the endings, maybe changed or not in the future, won't matter. The copies are sold, and the copies will still be sold in the future. And quite sure it won't change that we will buy a new BioWare product in the future. It might not even change that we'll buy the DLC, you might provide in the month to come. And, last but not least, it won't stop people play the Multiplayer of ME3.
But we're all facing a different world in the business of game development. In the past, the Studios and Publishers created something, and where then about to sell it. With success or not. There have been analyses of the market and the possible customers. Age, descent, income, access to media, culture, selling figures of other products etc., etc. On the basis of all this information, games have been created and sold. And it worked quite well.
Now, you're about to experience that this is going to be the past. What you actually are realising is that there are not just customers which you can analysis with this market data. By now it's quite easy to see how the different products on the market are going to move into more or less the same directions. You could name casual gaming, you could name ego shooter, you could name action cinematic game play, you could name simulation. Examples are there en mass: Racing games are offering surprisingly a lot of customisation of cars and differ only in race and arcade or street racing and race tracks; Sports games are getting a lot more into the role of buying/selling players, developing simulation a side the real sports part of the game; Ego Shooters are basically all providing a cover system, weapon customisation, close combat, group command system, etc. etc.
I think you get what I mean.
Don't get me wrong, this happens because all this things have been good and fun ideas for the players. But there is a small difference between a product which is sold regularly which fit's in one of this areas and it's finished. Even if we talk about a series of a game, players normally experience a new story or setting, it's all about the mechanism and the graphical improvements, as long as the story/theme fit's. That is not much magic: The Elder Scrolls, Call of Duty, Need for Speed, Madden NFL, etc.
But then we've a game which is called Mass Effect. A game that call's it self somehow RPG, but is actually a lot more then just a RPG. It's an adventure, is a interactive story, where it's about choices of the customer. You have invested a lot of money and time, which means even more money, to give your customers - and I'll refer from now on to the Mass Effect players only as customers - this understanding of the game. You fostered that it was their choice, which the game is all about - you proofed that for BioWare it's about storytelling, about dialogs, about characters. Not about the best combat movement, or about the best RPG stats, or about the best space combat simulation, or even about the best mini games. And that's what the customer bought.
And they have bought this gratefully and with pleasure. Looking forward for more. But what you did with this approach as well is, and you might have done this in the history of gaming really for the first time, you generated something else on the side of your customers, aside from just the will to buy and go on with the story. You generated requirements.
Let's face it, when you are creating a product, you have different requirements: from the finance department, from the strategy department, from the technology department, from HR, from the management, you have your own requirements, your own goal and so forth. And all this is influencing your project/product, because you have to fulfil these requirements, or you will not deliver anything. I understand that - and I'm not questioning, who had what influence at what point.
But, what I want to point out is on the other side of all this, you have the requirements from the customer: he will have 'need to haves', he will have 'wants to have' and he has 'delighters'. And clearly not every requirement is visible, and as within every project or product development, you can miss one. You can misinterpret. No offense if this happens. It happens everywhere.
My point is: your customers are sensing that you just missed their requirement. And they are asking themselves, why.
It's obvious that there is quite a big movement at the moment, and that we can not see, or at least I cannot see, how many of all the customers are really feeling upset, because of a not kept requirement. But there is a movement, and in most other sectors of business, this would have led to a lot of refunding. Up to now, we don't have this kind of relationship between producer and customer in the sector of entertainment. Or not to the extend like in the electronic market for example, as it's obviously more difficult to draw a line between promised matter of subject and delivered matter of subject in entertainment.
But this might have changed with Mass Effect, and the requirement which has formed itself on the side of the customer.
This requirement is quite simple as well. "It's about the choices of the customers." The outmost of the customers, as far as I have followed the movement, just want a ending, wants last 15 minutes of game play which stay to what they wanted to buy. The cinematic, participating story. I don't say that the ending is terrible, honestly it's quite brave, but and that is the point where it might have been broken between you and your customers, and what have made them so upset:
It had been told in the media, that this is the ending you have wanted. And thereby I mean the Mass Effect team. This is to a specific point your right, as long as we're talking about art. Now, we're not talking art. We're talking business.
Your customers have a requirement, and this requirement, has not been delivered.
They had the requirement, that at the end of 5 years, of an invest of a three numbered amount of money, of many hours of game play, of merchandise and so forth: The ending would deliver what has been the leading light through whole of the trilogy. It's about our choices, not about the last choice, about the choices we made in the past. How do they impact the galaxy after the last bittersweet choice. It was about to be our ending.
What you are getting by now, is feedback. Honest feedback of a faithful community, which sticks to you and still believes in you. You are not doomed to recall or refund your product, like you would have been in most other sectors.
And overall of this, your customers are supporting you in finding a way to give them what they have wanted and expected from your product. What they have expected from your quality. What they have expected from your abilities to entertain them on a new level.
I'm not kindly ask you to please deliver a DLC with an improved ending, not to deliver optimisation, nor to give us ME4 – even if I think that a legion of people would really appreciate it, which would include me.
What I would like to kindly ask you, plain and simple, is to go on with developing games and be innovative, but to take better care of the requirements your customers have in the future.
I'd like to close this letter with a quote from Charly Wilson, due to its quite fitting and still honours what you all have performed:
„These things happened. They were glorious and they changed the world… and then we ****ed up the end game.“
With the best regards and yours sincerely,
Thomas