PUBG: DED.NET Developer Claims Mass Market Games Are 'Box Office Poison'

PUBG, the iconic battle royale that defined the genre, has spawned several spinoffs, with DED.NET standing out as one of the most polarizing entries. Similar to PUBG, DED.NET is a multiplayer first-person shooter focused on survival against opponents, but it introduces distinct elements. The game features roguelite progression that carries over through multiple playthroughs and embraces a pronounced 1990s aesthetic known as "Grunge House." Matches are designed to be shorter, typically lasting about 25-30 minutes, making them more accessible compared to the longer, more intense matches found in PUBG. While PUBG caters to console players, DED.NET has been specifically developed for console platforms. Set in a 1996 version of Cascadia, influenced by the Pacific Northwest's culture of that era, DED.NET aims to redefine the battle royale experience. According to creative director Dave Curd, this divisiveness is not only acceptable but is a deliberate goal for the Krafton development team. Curd asserted that aiming for a universally appealing game has become "box office poison." "PUBG was the pioneering title that elevated the genre, prompting others to ask, 'What unique angle can I take? Is it about destruction? Competitive elements? Quick reflexes?'" Curd explained. "Our approach is different; we’re presenting a rogue experience where players continuously seek a build while engaging in entertaining chaos. The game will inspire wild stories and evoke feelings reminiscent of Twin Peaks, The X-Files, and body horror in the vein of David Cronenberg. We aspire to create a distinctive experience that players will either love or despise. "I believe the era of creating products solely for the mass market is not only risky but also unwise. It is far more beneficial to cultivate a passionate community that connects with the game, even if it comes with a fair share of critics. We're striving for something provocative, edgy, and visceral. Curd drew inspiration for DED.NET’s Grunge House style from grunge music, particularly Nirvana, as well as Italian horror films, Grindhouse cinema, and works by Quentin Tarantino. He expressed hope that if DED.NET captures the attention of players, other developers in the battle royale space might experiment with a similar 'rogue multi-match journey' format. "What they won’t be able to replicate is our unique world where players can amputate their hands and replace them with machetes for confrontations in a cult’s hidden lair," he asserted. "We aim to offer something refreshing for the audience. Curd emphasized that he wants DED.NET to elicit strong reactions from players, whether positive or negative. Apathy, he believes, is the ultimate downfall for any game. "I consider middle-of-the-road experiences to be box office poison," he stated. "You want to create a divide—enthusiasts and detractors. Those who dislike the game still engage enough to express their opinions, which means there’s a chance to reach them eventually. My responsibility isn’t to persuade someone to enjoy something they inherently don’t. However, I believe many players will be pleasantly surprised and engaged. "Audiences are forgiving of almost anything except boredom. Even if they dislike us, they may respect our boldness, especially when other major players stick to safe, established formulas. PUBG and Krafton are committed to serving fans by taking risks and innovating. Curd’s perspective is echoed by Arrowhead, the creators of the successful co-op shooter Helldivers 2, who maintain that a game designed for everyone ultimately appeals to no one. This principle is reflected in their design choices, such as always enabling friendly fire, which adds a layer of challenge and uniqueness to the gameplay. Feedback from DED.NET’s betas and playtests indicates a positive response, with early signs of a dedicated fanbase forming around its characters. "Our initial roster of nine characters has intricate relationships, not only with the environment but also with each other. They embark on quests beyond just winning a match, developing allies and rivals. Players are already creating fan art depicting these dynamics, which has been incredibly gratifying for both me and the team," Curd shared. Having spent nearly a decade as a creative director on PUBG, Curd explained that DED.NET originated from a directive to broaden PUBG's appeal to a wider audience. "We have a strong fanbase that appreciates our thoughtful, strategic gameplay, yet it’s not for everyone. The themes of survival and competition are compelling, and I believe we could even create a Match-3 game based on PUBG! "The goal is to attract a different audience without diluting the essence of PUBG. So, I compiled a list of what makes PUBG special. Its strength lies in its rich storytelling potential, as each match offers a unique narrative of survival and competition. The challenge was to see if this storytelling could extend across multiple matches. "Initially, we referred to this concept as 'body persistence,' where players would accumulate injuries and experiences over time. However, we discovered that players were more focused on avoiding injury than winning, leading us to rethink how injuries could enhance gameplay narratives. "The idea was to create a multi-match adventure where players make interesting choices, balancing abilities and aesthetics to find their ideal character. Overall, Curd and the team at Krafton are determined to carve out a unique niche in the gaming landscape with DED.NET, hoping to engage players in a way that challenges the status quo.