Bungie details, discusses landmark Activision deal

Halo makers Brian Jarrard and Joseph Staten explain why their studio chose the controversial publisher, potentially letting others work on their IP, and how far along development is on the studio's all-new franchise.

This morning, Halo: Reach developer Bungie stunned the gaming world with the announcement that it had signed an exclusive 10-year worldwide publishing and distribution agreement with Activision to handle its first original intellectual property since Halo. The announcement made a few things clear, most notable among them that formerly Microsoft-owned Bungie would be making games on multiple platforms once again.

Bungie's logo will be paired with Activision's through 2020.

However, the announcement left a wealth of questions unanswered. Speaking with GameSpot, Bungie community manager Brian Jarrard and writer and design director Joseph Staten addressed a number of key points, including concerns about Activision in light of the recent drama over Infinity Ward, some specific limitations of the deal, whether Bungie could make games for other publishers, and whether the publisher can have other studios create their own spin-offs in the as-yet-unnamed new universe.

THE DEAL
GS: How long has this deal been in the works?

BJ: Bungie has actually been out there for a year straight now working hard, discussing our future with potential partners. But the Activision deal itself began in earnest about nine months ago. That got us through to the end of March when an initial term agreement was signed. And just this week the official formal, long-form contract was signed, and that was the impetus for us making the announcement today. It's officially official.

GS: How many potential publishers did you talk with before committing to go with Activision?

BJ: We pretty much talked to every prospective publisher out there. There's only a handful of publishers who could operate on the magnitude of what we're envisioning for our next project and a deal of this scope, with this unprecedented 10-year range. We got through the discussions and started focusing on things that were really important to us, [like] making sure Bungie still owned the IP. We still wanted to be an independent company and weren't looking to be absorbed or sell an ownership stake in the studio. [We wanted to make] sure we had creative control over our projects and our vision for this universe, and [tried] to find a partner that could bring us the largest possible audience across multiple platforms and devices. At the end of the day, Activision was the one partner where all these factors would align for us.

GS: So you knew you didn't want to go with a platform holder?

BJ: I wouldn't say we 100 percent knew, but it's clear from the beginning our intent as storytellers and people that create universes, we were looking for the largest audience we could get. We're excited by the prospect of having new avenues to reach out to fans, new touch points, new interesting engagements and interactions that wouldn't be limited to a single box.

GS: Activision's main business model calls for annual installments of its biggest franchises. Will Bungie be dramatically increasing its output, or will Activision be able to have other studios develop spin-offs in this universe?

BJ: To the second question, definitely no. Bungie does own this IP, so nothing's going to happen with it that we haven't agreed to. Who knows? Maybe there's some world where there's an interesting extension of the universe that we feel would be best handled by a different group with our oversight and that's a discussion we could certainly have, but that's something that we would drive.

Community manager Brian Jarrard (center) is probably celebrating tonight.

In terms of output, we're not going to get into the details of how many different titles this 10-year period will yield, but we're not being shoehorned into an annual release model that Activision might have for some of its other properties. They partnered with us based on this 10-year plan that we've collectively sat down and walked through. We have dates and real milestones, deliverables that we've both agreed to and believe in. Again, it's about us really shaping and realizing the creative vision we have for this universe, and Activision being the great partner to allow us to do that. That's what they're signing up for.

GOING MULTIPLATFORM
GS: Bungie's expertise is in developing for the Xbox 360, but Activision has already said it would be bringing games to "all platforms." Are you going to get up to speed on everything, or will other studios be helping to port your titles to some of the platforms you're less familiar with?

BJ: I would caveat "all platforms" to mean multiple platforms and devices. "All platforms" may be a little too broad of a comment to make, a little too dangerous. The reality is we're only going to go to platforms and devices that we think actually make sense for the types of experiences we want gamers to have and the interesting ways our universe can be extended onto those devices. I don't think that means every possible device known to man.

As far as development goes, we're going to obviously have some ramping up to do ourselves. We've been working exclusively on the Xbox [platforms] for about a decade now and we know it really well. But in order to get a bigger audience, we are going to have to broaden our horizons. Partially that's going to happen internally. We've grown a lot as a studio and hired a lot of great talent. We have a really deep, seasoned bench of engineering staff. Thankfully one of the other benefits of Activision is that they do have a lot of expertise on a lot of different platforms. They'll have resources and people that will be available to us as well to help us make the right decisions.

Though Bungie says it's not tired of making Halo games, Halo: Reach will be its last.

GS: The popular narrative is that Bungie left Microsoft because it was tired of making Halo games for 10 straight years and wanted to try something new. If that has any truth to it, why jump right into a deal that will have you making games based on this new IP for 10 straight years?

JS: I think like a lot of popular myths, that one just isn't true. I was the creative director on [Halo 3] ODST, and we wouldn't have done that game if we weren't excited about telling that story. We wouldn't have done Reach if we weren't excited about telling this great new sort of prequel to all the Halo games we made. When you get a chance to play the beta and see the stuff we're announcing at E3 and all the Reach stuff that's going to happen over the summer, I think it's obvious that we at Bungie are passionate and excited about all the games we make.

I think the reason we became an independent company back in 2007 was we wanted to be independent. We wanted to chart our own future. We wanted to own our creations. That was a really important thing to us. And we wanted to reach as broad an audience as possible, and the path forward wasn't as being an internal Microsoft first-party studio. Where we are today is the logical extension of that journey we started on in 2007, and it really had nothing to do with us being tired of Halo, which frankly, we aren't.

GS: Could Bungie still make games using different IP for other publishers?

BJ: I guess it's conceivable that we could have those discussions. But the reality is that the type of project we are building for the next 10 years, the ambition we're aiming for and the types of stories we want to tell, it's really going to take the might of our entire team to do it right. I think Bungie's at its best when we're all united with a single vision and all of our best talent is working together on the same project. So that's certainly our plan right now.

ACTIVISION CONCERNS?
GS: I'm sure a lot of Bungie fans are a bit nervous about this announcement given what has happened between Activision and Infinity Ward lately. As the community manager, Brian, how are you reassuring your fans that this deal won't wind up being a bad thing?

BJ: Ultimately there's only so much we can say. At the end of the day, I would definitely tell our fans to hang in there and eventually the game will speak for itself. Many people said the same thing 10 years ago when Microsoft acquired Bungie, that, "That was it. That was the end of Bungie." I think we actually weathered that pretty well and are even better because of it. In this new partnership we're going into, we actually have even more freedom and creative control and ability to do what Bungie does best. And that's make awesome games and engaging universes and compelling stories. We're better poised now to do more than we've ever been able to do before.

People will probably continue to be skeptical based on things they've read online, but clearly we would not have signed a deal that we felt was in any way not in our best interests: Making sure that we own our own IP, that we have the creative control to drive the decision-making process for our own creative vision, and that we're still fully independent. That should put a lot of people at ease right away if they stop to think about what that means.

THE NEW IP
GS: It sounds like the scope of this new IP is pretty grand. How long has the idea for this new IP been kicking around? Is it something that you've been fleshing out and turning over in your heads for years and years, or is it a more recent creation?

JS: Well, [Bungie cofounder and creative director] Jason Jones has been thinking about the next project he'd like to work on for a number of years now. As early as 2007, he got a core team of people together--a very, very small team--and has been cooking up different ideas. But it's only been in the last year or so that those ideas have crystallized to the point that we can take them out to different publishers and really shop those ideas around. It's safe to say we're really in "preproduction" mode right now. We've got really good plans, we know our path for the next 10 years. We're looking at the dates that are coming up earliest, and we're aligning everybody around the first stories we really want to tell.

As soon as the team rolls off of Reach--and the vast majority of people at Bungie are working on Reach--the core team of which I'm a part really needs to be ready for everybody to join us. So we're absolutely making real plans and making real progress.

GS: Joseph, in terms of writing, what do you see as the key characteristics that would be in any new game the studio makes? What makes a Bungie game a Bungie game?

Activision COO Thomas Tippl and Bungie president Harold Ryan.

JS: I'd like to think we create universes where we tell lots of different stories that appeal to lots of different people. We're a company that doesn't just think about a single game and moving on to the next one. We try to take a long view, and that's a process we've developed over the last 10 years.

To be completely honest, when we were writing the first Halo game for the Xbox 1 launch, we had no idea there was going to be a Halo: Reach or ODST or Halo 3 or Halo 2. We didn't have that long view. So as someone who's in charge of story and writing at Bungie, it's a tremendous luxury but also a very daunting challenge to be able to sit down today and really map out the specific stories we might want to tell five years from now, seven years from now, eight years from now. But that's what I'm doing right now, and that's really wonderful. It's absolutely a different process, but it's so much better than the way we started working 10 years ago when we were young and not quite as experienced.

GS: Well that way seemed to work out pretty well for you.

INDIE DEVELOPERS, MEGAPUBLISHERS
JS: There were ups and downs for sure, and Bungie emerged in 2007 with a lot of good scars. We learned a lot of hard lessons and continued to do them, but it's really terrific to be able to look around the office and see the same guys that were there 10 years ago working on Halo. We're all still here, but even better, we've still got fire in our bellies and ample creative ideas to take us 10 years and beyond. It's an extremely exciting time to be a part of Bungie.

GS: In recent years, Bungie, the Infinity Ward guys, and Will Wright have all left massive corporate entities to flex their own creative muscle and immediately re-signed deals with massive corporate entities that were more favorable. Are these unique cases, or do you think creators are getting more control in the industry across the board?

JS: Without sounding too high and mighty, there aren't many studios that could get a deal like the deal that we got. You talk about Bungie, you talk about Will Wright… We worked very hard for it, don't get me wrong, but we feel extremely fortunate that we're in this position to have the deal we do. Any creative person, any game development studio would of course want to own their own creative ideas and be as independent as possible. But the nature of the business is such that when you're working on a universe like the one we're planning--that's so broad in scope and has so many opportunities for great stories--you kind of need to sign with someone that knows how to handle that in the marketplace. Activision is the world's biggest publisher for a reason. They have a tremendous amount of expertise and marketing know-how and really can help us reach a broad audience. We certainly needed a partner to help us realize this vision, and Activision is a great partner.

BJ: Somebody asked me earlier why we wouldn't just self-publish, but that's not the business we're in. That's not the core competency of our studio. The minute we start having to divert resources and energy to thinking about how we get a box on a shelf in Europe, that's no longer Bungie. There's always going to be a need for some sort of umbrella for creative people to do what they do best and not have to worry about the business aspects of taking that great game and getting an audience for it.

GS: When can gamers expect to have the wraps taken off this new project?

BJ: Well they shouldn't hold their breath.

JS: They should play the Reach beta!

BJ: Clearly it's important to us, and the reason we wanted to hurry and make this announcement after the deal was signed was to get it out of the way. We're excited about it and it's out there now, but we want to focus on Reach. We still have a ways to go until launch. The beta starts on Monday. We don't want to distract or overshadow any of the great work that's being done on Reach. That's going to be our priority for the rest of the year. We'll definitely look forward to sharing more information, but it's going to be a little while. Reach is our focus right now.

Written By

Want the latest news about Halo: Reach?

Halo: Reach

Halo: Reach

Follow

Discussion

251 comments
JustinCoplen
JustinCoplen

It will definatley be interesting to see what they can develop together.

diggyman
diggyman

Wow... I just learned about this. 2 powerhouses joing up. FU-SION-HAAA!

clone11
clone11

I'd be cool with Bungie trying to make an RPG, just to see if they can. I don't want another shooter at least. I'd at least like to see them make something open world. But whatever, if it's good, it's good. If not, well... Yeah.

AHairySheep
AHairySheep

i think they should just come out with Gears of Halo Theft Auto 5

smwat
smwat

I havent played much of the halo games sence halo 2 right as the Modders hit servers like a truck and made it impossable to level. I did play 3's campain for story and the RTS for story as well. always found teh games great for multi player and so so grafic and story wise. with them changing to activion I'm a little worried they may be going too far with the milking of the game. I'm hopeing They dont destory another game publisher and that maybe the contarct wiull be silimar to the one blizzard is doing with them. I was looking to get back into the halo games again Ive heared ODST was amazing and reach was my favrit book so I feel I have to give it a try. But if I start seeing activion on the front cover I will refuse to buy, I cant stand them ive watched many great gaming titles get milked and then tossed out like trash the next year,,,(Tony Hawk, COD, Guitar hero...ETC sence theres like 20 other major ones that its happened too) This might be me QQing But I miss the days when you were called a nerd for playing video games, ever sence the gamming got extreamly popular ((aka FPS games pulling Jocks and idiots into good games) Ive notice game quility has gone down badly...It would be nice to see games with more than 3 hours of story content again...(75+ hours please like the old RPGs) I feel like I never get my moneys worth when I buy games nowdays.

Needler45
Needler45

I really am tired of people comparing Halo and CoD. The only real similarity is the fact its a FPS. Halo's shields drastically change the game play making living the first volley of fire possible. Personally I prefer Halo due to the story and the actual feel of the game. And before I get flamed for sucking at CoD, I actually get top three players if not first in the majority of games I play. However, I find CoD players tactics cheap and annoying causing my dislike of the game.

Qiynah
Qiynah

"Bungie does own this IP, so nothing's going to happen with it that we haven't agreed to" Something tells me the future will look back at this statement and lol.

Supabul
Supabul

They want to reach a broader audience, but Halo sell's more on 360 than any mulitplat game, I'm sure their next big game would of been the same, what can Activision offer that MS didn't, Microsofts hype their games better than anyone. I just think its weird, why wouldn't MS want Bungie's next big game as a 360 exclusive Letting your top Dev go independent really backfired on MS,

Santesyu
Santesyu

call of duty 7 tag line- Theres no ground in space.

invictuslemming
invictuslemming

Similar concerns were raised when MS picked up Bungie years ago. Some of the concerns were well founded... Halo was supposed to be a PC game, which a much bigger and broader multi-player scope than it ended up being on the XBox. In a way I'm happy Bungie is with a publisher that isn't going to restrict their platform release and I can only hope their next title hits PC's.

Aramantha
Aramantha

In my opinion (being a long time fan of Bungie) this will caused mixed reactions. My position on this matter is still undecided, however in saying that Bungie might possibly create a better game than they already have on the Xbox360. Activision please don't ruin Bungie

colt_a
colt_a

@Danagan That is why we see things like Killzone 2, Uncharted and Infamous at major events like MLG right? Wrong. Some PS3 fans will care, you know the ones who like to play hardcore FPS and are tired of CoD. The ones that don't have an Xbox already anyways.

Danagan
Danagan

Everybody seems to think that playstation fans care about this, we really dont, why would we when we have great games like killzone 2, uncharted and infamous!! Halo isnt as great as xbox fans say and its the only game bungie a really known for, so unless this new ip is amazingly brilliant this is just another gaming thing that involves a hell of alot of money!

Sagacious_Tien
Sagacious_Tien

Sounds like whatever they will work on, Xbox 360 will be the lead platform and Activision studios will help create the multi-platform bit, with Bungie overseeing. Either way, Xbox 360 owners don't lose, and PS3 owners will finally get a chance to see one of the very best studios doing what it does best. Surprised that Activision didn't hold off to announce this at E3.

KimCheeWarriorX
KimCheeWarriorX

@ jazilla No hate here bro, just a different perspective. The way things look to me is that Activision realizes the huge mistake they made by the way they treated IW and really regrets it and is trying to make sure the same mess doesn't happen again by making sure to be more flexible with new partners. If this is indeed true then it's good for future deals between Activision and future studios it plans to publish games for. The way I see it, although Activision will never admit it, I think Activision's learned a lesson from it's fallout with IW and is doing things a little different to make sure that it never happens again.

starduke
starduke

I wish Bungie luck in their new endeavor, and I can't wait to play Reach. They've pretty much taken Halo full circle (pun intended), because in Halo 1 you left Reach in the beginning (never was on it, really), and now they're going back to it. I just want to know if MS is going to make another Halo, starring Master Chief, because I want to know what happens to him and Cortanna after Halo 3.

MrBenn
MrBenn

If you look in a mirror, and say "Activision, Activision, Activision", a lawyer appears and offers you a deal- it just costs YOUR SOUL!!!

Darth-Sifh
Darth-Sifh

@Migitman45 I imagine a giant battlefield with Activision and EA employee's fighting in trenches with tanks, mortals and air support and in the middle Bungie and IW (sorry Respawn, good name BTW) sitting down having a picnic. Bungie: "So, how things been going?" *bullet goes by* Respawn: "Eh, same old, same old. Just finish our Alpha." . *Sounds of death and mortars* Bungie: "Hm, what's it about?" *Sounds of passing aircraft* Like that.

Migitman45
Migitman45

I should've known this was going to happen. It makes perfect sense Bungie/Activision VS Respawn/EA Let the war begin!!!

SavoyPrime
SavoyPrime

In my opinion, a new IP isn't going to matter much if it is just another FPS or shooter. They need to broaden themselves and make an action-adventure series.

Oblenator
Oblenator

Bungie you were meant to destroy Activision, not join them!

hotfiree
hotfiree

Sorta cant believe M$ let them go.... bungie single handedly made the xbox what is it back in the day. Without halo it would be buggered. Maybe if they stopped worrying about timed exclusives and worked on keeping first party devs ( something SONY is really good at tbh - dont they have the most first party devs ?)

ipikisis
ipikisis

Let them do what you want but do not want to spoil some things

aldrenar47
aldrenar47

lordallanon: "I hope Activision's not gonna use Bungie to make the next Modern Warfare. " I think they said they have 2 different studios working on MW3, and I doubt Bungie is one since they keep talking about how they have a new IP and creative freedom, etc

lordallanon
lordallanon

I hope Activision's not gonna use Bungie to make the next Modern Warfare.

hotfiree
hotfiree

Its funny though that even devs know of the annual crap activision try to pull - i wonder if blizzard said the same thing to them when they merged. It would start to feel wierd if everyone your trying to partner with makes their first point " in this contract we are not committing to your habit of annual release, we will be taking time to make our games of high quality"

hotfiree
hotfiree

God soon it wont be long and theyll have their logo on every game. Its very hard to not buy a companies games and not-support them if they're going to be partners with so many companies. Hopefully i can still keep my ps1/2/3/psp collection like it is now - activision free.

EnDeR2015
EnDeR2015

lol the only reasons to buy the failbox was halo and now its gone lol so no 1 will buy anymore yay!!

digi-demon
digi-demon

Enjoyed Halo 1 & 2, and 3 was OK, but I don't think ODST was particularly good. I'm hoping REACH is much much better. Activision have made some big errors recently, maybe a wind of change for both Activision & Bungie is a good thing for all concerned.

Somajan
Somajan

As long as Bungie can still deliver, they can go anywhere they want.

cracktoad
cracktoad

Someone needs to explain what the Chief and Cortana are heading. Maybe 343 will come out with a little movie to show their future. They already said they didn't want to leave it as a cliffhanger.

squeezetheorem
squeezetheorem

Bottom line is, with a publisher that is going to release games on multiple platforms, if the game is good, the only choice for the end use is what platform they like best. Bungie has a history of making incredicle games, so if this is they road they want to take, good luck to them.

snake0720
snake0720

new game call of halo: combat evolved!

AnelZukic
AnelZukic

Bungie grow very big in the last 10 years, and they made a great universe which they will now leave to an internal microsoft studio, but I'm really glad they made this step :) I'm not a fan of MS or Halo, but I will never say that any of those suck, because Halo isn't just something, it is one of the rare franchises that I regard as one of the best ever made :)

kenmanius
kenmanius

i'm wondering if its goin to be an fps mmo the likes of planet side but with as many subcribers as wow. that would be plenty to keep them busy and its a business model that activision obviously likes. i can see bungie as a group capable of making that successful.

zeexdoom
zeexdoom

Good on bungie i have high hopes 4 this new ip. I dont think activision will be able to push bungie around.

TheKungFool
TheKungFool

I'm a PS3 owner, and honestly, I couldn't care less about this. Perhaps I'll be shocked by some fantastic new IP, I'm not saying that isn't possible, but it would have to be a dramatically different experience than HALO, because quite honestly, HALO sucks, and MicroSoft can keep it.

CannedWorms
CannedWorms

"People will probably continue to be skeptical based on things they've read online." Hit the nail on the head. If you like the game, buy it. Simples.

user_93475765
user_93475765

So Bungie thinks they have the money (and lawyers) to team up with Activision, the Satan of gaming, and not get burned? Moral implications of doing -any- business with Activision aside, that's a bit foolish. It's only a matter of time before Activision tries to screw them over.

Arker101
Arker101

And so, History begins to repeat iteself. Hopefully, this time around, the developers realize they need to get out before it's too late! I really do wish everyone in this the best of luck, but I have a bad case of Deja Vu.

TheDromader
TheDromader

I REALY hope Bunie will obandom this company as soon as things will start to smell fishy. I mean, its Activision were talking about in here :/

Darth_DuMas
Darth_DuMas

I predict we will hear something about this new ip somewhere between, October 2011 and e3 2012. I personally think e3 2012 at the earliest.

akiwak
akiwak

Activision is without Infinity Ward but makes up for it with getting Bungie exclusively..... Wow what luck.

Zarnaken
Zarnaken

Alright, fallout! And Good Luck Bungie and Respawn! Let none control your creative minds!

Pete5506
Pete5506

Lets hope for something good

theslimdavylp
theslimdavylp

The gaming industry is changing before our eyes! I think this is a good thing! Nobody likes change but we've had the same games for a while now... Call of Duty after Call of Duty, Halo after Halo... now with Respawn/EA and Bungie/Activision... we are going to see NEW and exciting franchises... I think its going to be fantastic in the long run

wwlettsome
wwlettsome

Hope Bungie doesn't look back on this day in a couple of years and realize that they sold their souls to the devil, uh I mean Activision. And it will be interesting to get more details on what IP they have developed that they plan on riding for the next decade.

kuroshiro99
kuroshiro99

Keep your friends close.. your enemies.. closer.. thats what bungie are doing rite now.. and its a bold yet still a dangerous move.. it may pay off.. who knows.. If i was bungie and the activisions true colours were just recently unveiled to me id find it a lot easier to be able to negotiate the means of control over my work if i were to go into a partnership with them. bungie are cleverer than the fans think.. and im not a fan.. just an outsider.. i can see the entire picture because im standing far from bungie..