Namco Bandai’s cult hit RPG Dark Souls was a critical success that proved to be remarkably resilient at retail. James Batchelor finds out how the title’s PC debut will help more gamers than ever Prepare To Die
AT A TIME where publishers need to go big or go home, Dark Souls was a risky proposition. Following in the footsteps of cult PS3-exclusive RPG Demon’s Souls, Dark Souls’punishing gameplay and niche appeal were a far cry from the safer and often more generic bets that most companies invest in as they search for their next million-seller. Where most publishers would have avoided the risk, Namco Bandai embraced the opportunity Dark Souls presented. “We knew what we wanted to do, and that was to not shy away from the fact that this is a ‘real challenge’,” says UK marketing and PR director Lee Kirton. “Our marketing and PR focus was around the ‘You will die’ and ‘Prepare to Die’ taglines. The players and community respect this because it’s true. Yes, this could have alienated the rest of the casual players and that’s something we will work on over time as Souls’ popularity grows.”
And its popularity is definitely growing. That risk Namco took paid off to the tune of 120,000 unit sales in the UK, and the game continues to sell more copies every week. Namco attributes this success to the stand-out qualities of Dark Souls, its distinct gameplay that sets it apart from behemoths like Skyrimor even the publisher’s own The Witcher series.
“It’s a fantastic, quality RPG experience with a fresh universe, which is becoming something special since the original release of Demon’s Souls,” says Kirton. “It’s unique in the sense that it
doesn’t hold your hand, it’s a proper video game and an experience unlike any other in its genre. I believe that it has connected with an audience that really appreciates the type of game it is, and community spirit and support from the gaming media has continued to help in its success.” In fact, the media’s love for Dark Soulshas been instrumental in
Namco’s Kirton hopes the Prepare To Die edition will build on Dark Souls’ initial success
as an artbook, postcards, soundtrack and ‘making of’ DVD. Arriving ten months after the console version, it’s been a long time coming but Kirton says there is a sizeable audience waiting for it. “We know there is a strong audience waiting for the PC version as over 100,000 signed a petition,” he says. “We always planned to release the PC version. It’s not a ‘Game of the Year’ hence the ‘Prepare to Die’ title, which features physical content and ten hours of new gameplay. “We plan to extend console sales as well with a later release. We expect it to perform well on PC, whilst providing a new experience to those that didn’t pick it up first time when we release it on console later in the year.”
spreading the word. The game was warmly received by critics, earning a none-too-shabby Metacritic rating of 89 – matching that of Demon’s Souls before it.
Namco says the media is still discussing the game to this day, sharing tales of harrowing defeats and edge-of-your-seat victories. Dark Soulswas even nominated for a BAFTA in the online multiplayer and strategy categories. Kirton adds the “BAFTA nomination got us excited”, but wishes there was an RPG category for it to sit in.
FRESH SOULS Next month, Dark Souls will finally come to PC in the form of the aptly- titled Prepare To Die Edition. The SKU adds brand new areas to explore, new bosses to challenge and an enhanced player-vs-player mode allowing fans to fight to the death. It also includes goodies such
Dark Souls takes you back to the days when games were real value for money.
“ Lee Kirton, Namco Bandai
As much as the extra content will appeal to established fans, Namco Bandai will be targeting newcomers with this release, emphasising its unique selling points for those who don’t know why the Soulstitles have become such cult hits. “Dark Soulsdoesn’t shy away from what it is,” says Kirton. “I’ve said this many times: it’s a game for gamers. It takes you back to the days when games were real value for money and delivered hours of pleasure and frustration at the same time.
“It’s one of the most rewarding experiences on console, and PC owners will soon have the delights of the Prepare to Die Edition in August, and a PS3 and 360 version to follow later in the year.” Kirton remains tight-lipped about
the Soulsseries’ future beyond the Prepare To Die Edition, but it’s a safe bet that this won’t be the last chance for retailers to offer consumers a title this challenging. “We are building the franchise,” he says. “It’s a start and I can’t comment on its future, but it’s important to us to communicate the universe and the experience whilst inviting new players to the challenge.”