Q&A: Bill Roper on EA-Namco deal

  • By Staff, GameSpot
  • Posted Nov 9, 2006 1:23 pm PT

Flagship founder and CEO checks in from Korea's GSTAR expo to weigh in on Namco's deal to copublish Hellgate with Electronic Arts.

Hellgate: London

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Yesterday, Namco Bandai announced that it was brining on a partner to help get Flagship Studio's PC action role-playing game Hellgate out of the gate. The console-focused publisher said that Electronic Arts would lend its marketing and distribution brawn to give the upcoming Hellgate: London the best possible launch.

The deal, which is focused on just the one title, will see EA's role limited to distribution, marketing, and sales support in Europe and North America. Namco Bandai has said that it will retain the rights to publish future installments in the Hellgate: London series.

GameSpot spoke with Flagship founder Bill Roper for some additional insight into the deal, to see if EA would have any impact on the game's development and if there might be a downside to the deal.

We caught up with Roper in Korea, where he is demoing the game to attendees of GSTAR, one of the major consumer-oriented game shows in Korea.

GameSpot: Will there be any impact on the creative development of the game due to the deal?

Bill Roper: EA's role in this partnership is focused on sales, marketing, and distribution. Namco continues to work with us on the development of the game just as they have over the past two years. We haven't changed our development and will not be altering our process, philosophies, or schedule because of this partnership.

GS: What's the reaction to the game on the show floor?

BR: We're currently showing the game at GSTAR in Korea on 40 multiplayer stations to rave reviews. Every computer is packed for the full eight hours of the show, and the press and gamers who've been playing are glowing with their feedback and comments. We're all in agreement--if it ain't broke, don't fix it.

GS: Both EA and Namco are known as top-tier publishers in the gaming world. What problems are addressed by having EA copublish the game instead of letting Namco handle everything on its own?

BR: Namco regularly partners with other publishers in Japan and Europe to distribute games to consumers. A game of the scale and scope of Hellgate: London requires a great deal of manpower and resources to market and distribute, and when Namco approached Electronic Arts to publish the game throughout the European territories they determined it would best benefit the game to extend their partnership into a copublishing deal in the US, as well. The partnership is designed to make Hellgate: London a truly global success.

GS: Is this in any way a result of Namco's relative inexperience in the PC sector?

BR: Since Namco and Flagship partnered together more than two years ago, we've worked together with multiple other companies in order to ensure that the PC game is the primary product within the extensive lineup of Hellgate-branded items, which include comics, collectable figures, manga, novels, strategy guides, and more. Establishing a franchise like this is a massive effort and requires a different approach than an average stand-alone product. Each partnership we forge for Hellgate: London is a building block for the creation of a successful brand and franchise. The partnership with EA fits perfectly into this strategy.

GS: Were major retailers putting up resistance to ordering Hellgate?

BR: Every retailer we have met with has been extremely excited about Hellgate: London. I personally went on a road-show over the summer and met with all of the major retailers, showed them the game, and talked about what we could do together. The level of anticipation is very high, and this partnership will only increase the anticipation as to what we can do with them.

GS: Any idea how many games you'll send to retailers at launch?

BR: The partnership is still very young, so we haven't discussed sell-in numbers with EA. We are very confident in the quality of Hellgate: London and with EA's ability to work with retailers to market and promote the game in the channel. I am sure that this combination will be reflected in our sell in.

GS: Many of the titles you worked on at Blizzard turned out to be top-selling titles. What sort of sales numbers are you looking for from Hellgate?

BR: We've been too focused on creating the best game possible to speculate as to what our early sales will be. Throughout our history at Blizzard, we were constantly surprised by sales numbers, so I've personally stopped trying to guess. We know that as long as we make a great game, the rest takes care of itself.

GS: Thanks, Bill.

37 Comments

  • JoeSSJ3

    Posted Jan 17, 2007 5:21 pm PT

    EA is doing boxes and marketing, thats it. Its also one of the only things they happen to be great at.

  • thekey

    Posted Nov 16, 2006 8:51 pm PT

    dang another EA venture.

  • seanmclaren101

    Posted Nov 14, 2006 9:15 pm PT

    Hellgate looks awesome,too bad EA is getting involved since i always have installation problems with EA games.I bought BF2142 and couldnt install it properly and returned it for a refund.

  • The_AI

    Posted Nov 14, 2006 3:17 pm PT

    Bill Roper...
    WHY. WHY. WHY.
    You don't need EA to make money!!

  • spacklechack

    Posted Nov 13, 2006 8:00 pm PT

    I thought it was Jimmy James.

  • imbacon

    Posted Nov 13, 2006 7:35 pm PT

    I like corn, I find it satsifactory!

  • Clairvoyant_GR

    Posted Nov 13, 2006 3:15 am PT

    I dont pretty like EA either.... I expect Hellgate to be a kind of no-bugs-at-all Vampire: Bloodlines not Diablo 2.5. If not, I will just pass by... Anyway, I dont think EA will affect the gameplay itself... If yes, I will pass by too...

  • SmallPower

    Posted Nov 11, 2006 7:51 pm PT

    Roper looks fatter than ever.

  • cherrybomb257

    Posted Nov 11, 2006 9:52 am PT

    Next thing you know they'll be adding in in-game advertising... sigh.

  • VegetaMaelstrom

    Posted Nov 10, 2006 8:58 pm PT

    I've been excited about this game for a while now so as long as EA has nothing to do with the game content and has no say in what the developers create, then I will give this title the benefit of the doubt for now. I will still wait a couple of weeks or so after it ships to see if it is adware and spyware free, just to be sure.

  • GsR_lives

    Posted Nov 10, 2006 1:54 pm PT

    did someone say spyware? Oh come on, a little spyware never hurt anyone. it's strictly for marketing purposes anyway...not like they put anything in software that shouldn't be there.

  • cjcr_alexandru

    Posted Nov 10, 2006 8:25 am PT

    As long as Ea just publishes the game... it's fine for me.

  • CheddarLimbo

    Posted Nov 10, 2006 7:59 am PT

    "Since Namco and Flagship partnered together more than two years ago, we've worked together with multiple other companies in order to ensure that the PC game is the primary product within the extensive lineup of Hellgate-branded items, which include comics, collectable figures, manga, novels, strategy guides, and more...The partnership with EA fits perfectly into this strategy. "

    So, basically, if you want to cash in and merchandise the crap out of your product - talk to EA.

  • GrimBee

    Posted Nov 10, 2006 5:48 am PT

    PHEW! Im glad its not Sega or Konami etc etc. Can you imagine?!

    EA games, i think KNOWS its having a bad rep as a commercial games designer, and i think instead of owning up to it and just spending billions on re-marketing themselves, i think they are just going out to buy worthy names and then say "look! we published that amazing game that was made by someone else!"

    With the power of EA's marketing muscle, its great for Namco.

    But... you know what this means right?? Multiplatform Ridge Racer and Tekken Sequels!! woo hoo (?)

  • ulath666

    Posted Nov 10, 2006 5:03 am PT

    As long as i dont have to have that **** EA logo in my face for several seconds without being able to click by it im all good. Not being able to press past company names and intros should be punishable by *insert something really horrible here*

  • KingofTrolls

    Posted Nov 10, 2006 4:35 am PT

    Hellgate is already a flop but only because EA is on the deal and because nobody wants another spyware infested game.

  • Mobius007

    Posted Nov 9, 2006 11:21 pm PT

    if hellgate turns into a succes, i have no doubt EA will form future partnerships much deeper than this one.

    we might see Bill and co. working for EA in the not so future. >

  • PixyMisao

    Posted Nov 9, 2006 9:43 pm PT

    Cool. I love the movie reviews he does with Ebert.

  • Alcotamaysees

    Posted Nov 9, 2006 6:38 pm PT

    EA's just doing marketing, so it doesn't sound like they'll affect the actual product too much.

  • Alcotamaysees

    Posted Nov 9, 2006 6:38 pm PT

    EA's just doing marketing, so it doesn't sound like they'll affect the actual product too much.

  • Overneathe

    Posted Nov 9, 2006 6:06 pm PT

    don't fool yourselves, Bill and co. are made out of Blizz stuff and will NEVER be bought!

  • radiocreed

    Posted Nov 9, 2006 5:34 pm PT

    It's only a matter of time before EA merge Flagship into their mothership company assuming Hellgate is a hit.

  • Pompous_Fool

    Posted Nov 9, 2006 4:44 pm PT

    very true, EA dont deserve all the criticism they get these days, they are smart business people, even though they may have some other problems

  • robbie_basic

    Posted Nov 9, 2006 4:21 pm PT

    People diss EA, but the fact is they are good business people. Having the EA machine incharge of the business side of things is not a bad thing.

  • T-Zone

    Posted Nov 9, 2006 4:08 pm PT

    Namco is a good company..they brought us the tekken, Soul calibur, Ridge Racer franchizes. So with that being said, this Hellgate game may be another great game fromk Namco...

  • Oni

    Posted Nov 9, 2006 3:58 pm PT

    Bill isn't stupid .. He wants Hellgate to be a success, he would never let EA get their grimy hand on this game. EA publishing a game will have no effect on it's quality. EA producing a game? That's another story.

  • Lost2017

    Posted Nov 9, 2006 3:55 pm PT

    So.. E.A's Just Overseeing marketing and distribution not the development.

  • Destroyeron13

    Posted Nov 9, 2006 3:33 pm PT

    noob EA hater. Gonna be a good game.

  • rallykupojr

    Posted Nov 9, 2006 3:17 pm PT

    Sweet, can't wait!!

  • AnubanUT2

    Posted Nov 9, 2006 3:15 pm PT

    Well that is actually very very good news ... now that it has been made clear that EA will have nothing to do with the actual game itself I may purchase it.

  • comthitnuong

    Posted Nov 9, 2006 2:41 pm PT

    well with blizzard you really cant go wrong...

  • Gamepro2421

    Posted Nov 9, 2006 2:13 pm PT

    anyone who has ever had anything to do with Blizzard's early stuff (ie. SC, Diablo, and WC II...not not III...II) can't make a bad game in my opinion. this sounds like its gonna be Diablo on steroids...can't wait. Has there been any speculations as to a launch date?

  • 1valiantknight

    Posted Nov 9, 2006 2:07 pm PT

    The very very early build I played at E3 was a lot of fun. I can't wait to play a more polished version. I know the game takes place in London because of the wonderful architecture and the extensive subway system running below ground. The felt this was perfect for the game. So it makes sense that a lot of the game will take place in run down city streets and the subway, but good question I wonder if there will be other environments as well. I don't like to hype up games before they come out, but this game I am very much looking forward to.

  • unreal_master

    Posted Nov 9, 2006 1:53 pm PT

    Fantastic i was looking for this game in october =/ butttt nooo =*(
    dam these delays

  • NightShadow-PR

    Posted Nov 9, 2006 1:52 pm PT

    The game looks interesting, except that all the action seems to be taking place in run down city streets or the subway.

    I wonder if we're going to get a larger variety in environments.

  • thebrazenone

    Posted Nov 9, 2006 1:49 pm PT

    um, sure

  • blackthegame

    Posted Nov 9, 2006 1:46 pm PT

    cool i guess

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