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Slow-Burn

There is a slow-burning dumpster fire in the Guild Wars 2 subreddit, and it seems to have been set by ArenaNet.

For those just coming onto the crime scene, the stage is set thus: GW2 appears to be in decline. Revenue is down. ArenaNet lost ~35% of its staff in February of this year. While there has been semi-regular Living Story updates, the last full expansion was released almost two full years ago. So when there was an announcement countdown livestream event on Twitch, the dedicated fans were hopeful. Maybe there would be a new expansion? Or new elite specs? Or some WvW/PvP love?

Nope.

It was not a complete nothingburger, but it was clearly not at all anything that a worried fan might take solace in. Living Stories are now “Living Sagas,” there are some new Masteries coming, and… 10m starter raids called Strikes? When you lose a third of your entire workforce six months ago and leave an awkward silence to the question of whether your company can even handle another expansion, people start using phrases like “maintenance mode.”

The Content Marketing Manager response over this holiday weekend has consisted of… throwing around lit garbage.

Hey friends, this industry can be a weird one to work in and this year has been an especially roller-coaster-y one for lots of companies. A couple of important things to remember: (1/5)

If you’re abusing your fellow human beings because you’re mad about your game, that’s not “passion”. You’ve lost perspective and crossed a line. It doesn’t matter why you think a game has wronged you–attacking devs or your fellow community members has no excuse. Ever. (2/5)

“Be professional” is not code for “I am allowed to heap every vile treatment I can think of onto your head, and you are required to thank me for it, ask for more, and always treat me with the utmost deference. If I even THINK you aren’t, there will be hell to pay”. (3/5)

If you have to resort to hyperbole, snark, fact omission, mild truth-stretching, creepy comparisons to Hitler, or metaphors about “It’s like if you paid the bill but they turned off your heat in winter” to explain your fury, perhaps the situation is not as dire as you say. (4/5)

Save the “But you have to understand” devs deserve abuse. I’ve been working in this industry for 10 years and playing in it since I was a little girl. I’ve been Mad At A Game. I never *once* exhibited the vile behavior I see daily. It can be done. (5/5)

This has been received by the GW2 Reddit community… poorly. Even though she later clarified that she totally wasn’t talking about reaction to the ArenaNet event – that rant was apparently just apropos of nothing – it became somewhat emblematic of developer communication these days. Specifically, react and pontificate on the toxicity of your game’s community instead of addressing the root causes of ire.

I mean, what does this Content Marketing Manager expect to occur as a result of her posts? Has there been a single successful chastisement in the history of the internet? Even if it worked the end result would still be Reddit threads filled with polite questions and criticism and radio silence from the company that absolutely wants you to continue giving them money but won’t give you a hint that it’s secretly cratering and can’t possibly swing an expansion anymore. Which, okay, business is going to business here – why tell players the $5 (character-specific!) bag slot they’re about to buy will never contain new items when you can say nothing and keep the money?

Nobody wants to upgrade to a 1st-class cabin on the Titanic. At least, not after it hits an iceberg. And make no mistake, Guild Wars 2 has hit an iceberg. Probably a few. The remaining crew yelling at the panicking passengers is the exact opposite of constructive. Something useful would be informing them that additional lifeboats (expansion) are being constructed as we speak. Here are some life jackets (elite specs). There’s a nice band playing over on Deck 7 (WvW stuff). You know, anything to make the transition a more pleasant experience when it is literally your job to do so.

We’ll have to see how ArenaNet management react when they swing back into the office today. This tweet-storm is not on the same level as the Jessica Price fiasco a year ago, but it’s in the same neighborhood of dumb. Why people keep insisting on driving that route, I have no idea.