Deus Ex: Mankind Divided's Controversial Preorder Campaign Cancelled

Square Enix received a "resounding amount of negative feedback."

178 Comments

Square Enix has scrapped the Deus Ex: Mankind Divided "augmented" preorders program, admitting that the policy triggered a "resounding amount of negative feedback."

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The publisher said it initially wanted to give customers more choice with the scheme, which offered multiple tiers of rewards depending on how many people preordered the game.

For a certain number of global preorders, the publisher would give away DLC, ranging from in-game costumes, to soundtracks, to extra missions. At the highest tier, the publisher would have dispatched the pre-ordered copies some four days ahead of its general release date.

"When it was first conceived, we wanted the program to give you more choice about what you received in terms of preorder incentives," it explained. "In the past, when we chose those packages ourselves and split them across regions, it has caused frustration.

"We quickly noticed that this [new] approach created even more frustration, resulting in a resounding amount of negative feedback," it added.

All the content will now be available to all customers who preorder, regardless of how many do, Square Enix said

"After much thought and reflection, we decided to close down the program and make all of the incentive content available to anyone who preorders Deus Ex: Mankind Divided or purchases a Day 1 edition of the game.

"Additionally, the release date will no longer be changed in accordance with preorder numbers, and everyone will gain access to the game on February 23, 2016."

Mankind Divided is in the closing stages of development at Eidos Montreal for Xbox One, PlayStation 4, and PC, and runs on the developer's proprietary Dawn Engine. The game takes place in 2029, and continues the story of Adam Jensen from Human Revolution.

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Avatar image for coreyr84
coreyr84

I love it when shoddy, manipulative business tactics completely fail. This is what happens when you go to school and take "business".

Avatar image for king_jamz
king_jamz

I think what they were trying to do was pressure consumers into pre-ordering. By holding additional content hostage unless enough people pre-ordered. Talk about a dick move. How'd that backlash from your consumer base feel though, Square Enix? Hope it left a hurt good enough to serve as a reminder in the future.

Avatar image for Sn0wGl0be
Sn0wGl0be

See, good things happen when we stick our collective middle finger at horrible business practices. This is only the tip of the iceberg, but let us all keep this victory in mind the next time some anti-consumer pre-order "bonus"-ridden incentive is dangled in front of us.

Perhaps we can stop buying into pre-orders altogether, given how damaging it has become.

Avatar image for k41m
k41m

I can't wait, Deus Ex HR was such a great game and this is going to be so good!!!

Avatar image for zenogais176
zenogais176

It was a mistake, pure and simple, and I'm glad they listened. Pre-order madness from developers is becoming commonplace, (I'm looking at YOU, Rocksteady/Arkham Knight!) so to see Eidos see the error of their ways is refreshing.

I can see where they were going with the idea, but let's face it: if you want me to plunk down $60 bucks ahead of time for a game, I want to know *exactly* what I'm getting! No guess work, no variables... nothing.

So thank, Eidos, for being the better company and fixing your mistake. I'm so stoked for this game words can't even say it!

Avatar image for kaypow
kayPOW

A game company that has actually listened to their customers?! THIS IS THE FUTURE!

Avatar image for anonymous81
Anonymous81

Good. Now I can purchase the game without reservations provided reviews are at least as positive as its predecessor's. :)

Avatar image for hypnotika25
hypnotika25

I guess the marketing manager who came up with this stupid pre-order idea has since been fired lol.

Avatar image for Flyin3lvl
Flyin3lvl

""All the content will now be available to all customers""

that's so nice of them- to go back to the tried and tested old days of lets say the ps2 etc when a game brought already had all content on the disc ready to play.

yay for us they doing what was once done and disguising it as doing us a service

Avatar image for turtlethetaffer
turtlethetaffer

@Flyin3lvl: Seriously. I miss the days of buying a game and just playing it without having to worry whether or not it's "complete." I can't believe what customers let game companies get away with these days.

Avatar image for cynical_howard
Cynical_Howard

Nice! Let's see if Bethesda can do this too. Hmm.. Well it's never gonna happen

Avatar image for rubikscubelube
Rubikscubelube

@cynical_howard: shut yr filthy whore mouth.

Avatar image for cynical_howard
Cynical_Howard

@rubikscubelube: Please wipe your mouth before talking to someone, Bethfanatics.

Avatar image for supermegablox
supermegablox

@rubikscubelube:

Lol you seem extremely salty about this

Avatar image for Sefrix
Sefrix

Awesome news! Glad to see they listen :)

Moderator
Avatar image for jdsonic14
jdsonic14

This kind of reminds me of when the xbox one was first announced.

The Xbox one has had major changes for the better but ultimately is suffering because of what it was going to be and the horrible PR behind it. I'm not saying they can't catch up, I'm just saying.

I hope Deus Ex does well because it looks like a very interesting game.

Avatar image for Marky360
Marky360

Well I guess enough people bitched moaned and complained that they got their way so now everybody gets everything. I don't see why game studios go through the trouble of making stuff for pre-order campaigns just included it all in the game there's no reason to give extra incentive to pre-order those that want to will do so regardless of the pre-order bonuses and those who don't will not regardless of the pre-order bonuses. I pre-order games that I have an interest in all the time and never have I felt like I was entitled to some kind of bonus for doing so. My incentive for pre-ordering has always been the ability to pay off a game incrementally instead of all at once. It's essentially like free Lay-Away that's available all throughout the year that's enough to make me pre-order.

Avatar image for System4Ever
System4Ever

@Marky360: What the **** are you talking about? You're gonna pay for the game all at once no matter when you decide to buy it, pre-order or not. And as for people "bitching" I don't blame them, at all. This kind of shit is what's wrong with the industry, greedy corporations that instead of giving players sweet deals, for pre-ordering their game, the try this scheme (whicih they even call it) to try and get more people to pre-order.

Avatar image for Marky360
Marky360

@System4Ever:

Better question is what the **** are you talking about. I didn't say anything against the people who were against the pre-order incentive as a fact the point you made was the same as mine I think pre-order incentives are stupid and unnecessary. Yea you pay the whole game either way but at least with pre-orders it's not all at once and you can spread it out over a period of time damn is that so hard to understand or are you just that damn dumb?

Avatar image for Zloth2
Zloth2

@Marky360: "...those that want to will do so regardless of the pre-order bonuses and those who don't will not regardless of the pre-order bonuses."

See what you said there? That's totally wrong.

Avatar image for Marky360
Marky360

@Zloth2:

What's wrong about what I said do you think that Pre-Order bonuses convince people to pre-order games they usually would not. Do you pre-order games specifically because of the types of pre-order bonuses available and not simply because you want the game?

Avatar image for Kunakai
Kunakai

@Marky360: It must make something of a perceivable difference, otherwise every publisher and their mother wouldn't be offering them.

Avatar image for Marky360
Marky360

@Kunakai:

I feel like the only reason they do pre-order bonuses so much is because GAMESTOP and other retailers pressure them to do so so they can get people's business early before the game comes out which is usually months if not years in advance. I highly doubt people are running out to there local GameStop to pre-order the next major game simply so they can get a free weapon skin. Do you pre-order games simply to get the bonus?

Avatar image for Kunakai
Kunakai

@Marky360: No, but I'm not an idiot. Never underestimate the volume of stupid people inhabiting this planet!

Avatar image for Marky360
Marky360

@Kunakai:

So what you just assume everyone is stupid and will do something that's clearly dumb as hell even though you yourself admit it dumb to do so? Yea good look luck with that train of thought.

Avatar image for Kunakai
Kunakai

@Marky360: Not everyone.

Avatar image for Marky360
Marky360

@Kunakai:

So majority then?

Avatar image for Kunakai
Kunakai

@Marky360: Those who excessively buy DLC or regularly make purchase decisions based on pre-launch DLC.

If it really didn't appeal to people, retailers/developers/publishers wouldn't push for it as hard as they do because it wouldn't make a measurable difference.

Avatar image for Pelezinho777
Pelezinho777

I admire them how they are able wrap it up in such nice words, rather than "we have pissed our fans big time!"

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bfa1509

I hope whoever thought of that idea got fired.

Avatar image for rubikscubelube
Rubikscubelube

@bfa1509: Same. It reeked so hard of corporate sleezeball

Avatar image for derceto
derceto

SE testing the waters. Still a little cold. They'll test again in the future I'm sure.

Avatar image for DETfaninATL
DETfaninATL

I always wonder if ANY of the people whining about pre-ordering or DLC these days actually owns or runs an actual business. Most of the comments I read (here or anywhere) seem to have an attitude of entitlement about them that is just absurd.

Avatar image for roler42
Roler42

@DETfaninATL: Sales business 101: Don't piss off your customers, they can make or break you regardless of how you feel about them

There's nothing absurd with customers wanting a fair deal out of their investment, and I help run a business with my family, a succesful one mind you where the last thing we'd want to do is piss people off, becuase that only makes you bleed money

Avatar image for DETfaninATL
DETfaninATL

@roler42: Thanks for the lesson but I've been successful in sales for 20+ years now. Here's a basic one for you. Don't like the deal you're being handed? Then don't enter into the agreement / sale / Contract / whatever. Just that simple......... And yet, the video game industry is still selling base games for $60 a pop like nobody's business and the demand for the DLC and pre-orders hasn't subsided. I think the complainers are on the losing end of this one. Embrace the change - it's here to stay.........

Avatar image for roler42
Roler42

@DETfaninATL: "don't like? Don't buy"

And this is why things like the fee for GFWL and the XBone DRM died, also why Capcom nearly went out of business, and why the ps3 needed a price drop, why Microsoft ended up dropping the new kinect, and why Square Enix just cancelled the pre-order tiers :)

Can't make money when your customers refuse to buy your product because of your terrible business practises

By the way, Adam Orth said the same thing about the Xbone DRM, look where he is now, unemployed and the Xbone not only has no DRM, but also is enjoying healthy sales ;)

Avatar image for yoshikawa12
Yoshikawa12

@roler42 said:

@DETfaninATL: "don't like? Don't buy"

And this is why things like the fee for GFWL and the XBone DRM died, also why Capcom nearly went out of business, and why the ps3 needed a price drop, why Microsoft ended up dropping the new kinect, and why Square Enix just cancelled the pre-order tiers :)

Can't make money when your customers refuse to buy your product because of your terrible business practises

By the way, Adam Orth said the same thing about the Xbone DRM, look where he is now, unemployed and the Xbone not only has no DRM, but also is enjoying healthy sales ;)

QFT.

Still remember like yesterday when Adam Orth said that and when I vote with my wallet over Capcom's terrible terrible and once again terrible business practices :)

Avatar image for inebriantia
inebriantia

You can't win period these days Square..

Offer multi store exclusive bonuses, ppl whine. Make all pre-ordering choosable so you can buy at any retailer, ppl whine. Say screw it give everyone all bonuses purchasable from anywhere, ppl whine..

Pre-ordering are there to help persuade ppl from buying used, and buy at launch so they get revenue fast, and make more of it. How dare companies attempt to pay employees and fund future games! I know it sucks for people who buy it 2 weeks later at full price, but c'mon, if you want it that badly, you'll come up with the $60 sometime in the year before it actually releases.

They should just give the bonus content to anyone who pays full price for a new copy within the 1st few months, then sell later. The used crowd isn't supporting the game anyways.

Avatar image for roler42
Roler42

@inebriantia: "if you want it that badly, you'll come up with the $60 sometime in the year before it actually releases."

Just like how Sony was confident people would work 2 jobs in order to afford the PS3 at launch, that sure went well didn't it? :)

Avatar image for derceto
derceto

@inebriantia: I dunno. Konami, one of the most hated companies in gaming right now, seemed to 'win' just fine with MGS V. However, MGS V wasn't a cluster%$*(# of marketing bull#()* and shady practices like this.

SE is notorious for being one of the shadiest and greediest companies in the industry. Selling 30+ year old rehash after rehash for ridiculous prices, as just one example.

TL;DR? Don't try and bend people over, make a good game, and the company can 'win' just fine with little backlash from anyone.

Avatar image for elheber
elheber

@inebriantia: Be fair. People here aren't complaining about Square Enix caneling the tiered and separated system. We're complaining about a lot of things, such as the BS "we originally did it for you" excuse, or the very fact that they had the stones to try it in the first place, but not about the actual rollback.

I read someone say something similar to your comment in an article about Batman: AK being almost ready for PC. A "you can't win" complaint about how people are angry no matter what. Firstly, the way they "can win" is by not fucking things up in the first place. Secondly, they were tired of the PR spin and half-assed apologies that don't take any responsibility for their past actions.

Earning money isn't bad. Earning money in despicable ways is bad. "They're supposed to make money," is not a defensible excuse for any company or anybody and I'm tired of hearing it. You're supposed to make money by making good products and providing good services.

Avatar image for DanZillaUK
DanZillaUK

@elheber: If I had a WiiU, I would make an entire level on Mario Maker full of 1ups just for you. Partly because it's an excuse to play it, but mostly for nice words type-spoken well.

Avatar image for SkytheWiz1
SkytheWiz1

As far as pre-order bonuses typically go, this one sounded great.


But to hell with all pre-order bonuses in general, I'm so tired that - to get all release content - a person would essentially have to buy 3-4 copies of a game, each from a different retailer. That's bullshit, straight and simple.

Avatar image for mrdinghat
MrDinghat

Good for you, I still won't be pre-ordering the game. Oh, and I won't be buying it until at least a week has passed (since week one numbers is all anyone cares about).

These companies need to be taught a lesson instead of people saying "OH IT'S ALRIGHT, DON'T WORRY ABOUT IT".