Pixel P&L (24 September 2024): How Valve’s Deadlock Conquered Steam Without a Launch

It’s Tuesday, September 24. In May 2024, Deadlock quietly launched on Steam, quickly gaining popularity despite no formal release or marketing. Starting as an invite-only test, the game now boasts over 100,000 concurrent players. Today’s feature explores Deadlock's meteoric rise and its ingenious marketing strategy.

We also cover BLAST’s entry into the mobile esports ecosystem, the Indian government’s new manga and anime competition, and more in today’s edition.

Deadlock: Valve’s Silent Success or Marketing Genius?

In May 2024, Deadlock quietly emerged on Steam, rapidly climbing the charts and drawing the attention of gamers and influencers alike. What started as an invite-only test with little to no publicity has now grown into one of the most talked-about titles in the gaming world. Initially, only a few thousand players had access to Deadlock, but leaks soon surfaced, revealing that Valve was behind this secretive MOBA-shooter hybrid.

Fast forward just a few months, and Deadlock now boasts over 100,000 concurrent players at any given time. Streamers and content creators are clamoring for access, and Valve’s decision to allow streaming of the game has fueled even more hype. Yet despite the surge in popularity, the game still has no formal launch, only a placeholder Steam page, and no major marketing push. So how has Deadlock become one of Steam's biggest hits before its official release?

Our feature story dives into the unexpected rise of Deadlock, analyzing whether this is a genuine closed beta or a calculated marketing move by Valve. We explore the company’s history of unconventional game releases and whether Deadlock is on track to become the next Dota 2, or if it risks fading away like Artifact.?

BLAST Enters Mobile Esports with Supercell Titles in New Online Event

Esports tournament organizer BLAST is making its first move into the mobile gaming world, announcing BLAST Bash, an online competition featuring Supercell’s Clash of Clans, Clash Royale, and Brawl Stars. The event, set to take place in October, marks BLAST’s latest expansion beyond its traditional focus on PC and console titles.

The tournament will be divided into three separate events: BLAST Brawl 2024 for Brawl Stars on October 10-11, BLAST Royale 2024 for Clash Royale on October 12-13, and BLAST Clash 2024 for Clash of Clans, also set for October 12-13. Winners of both BLAST Clash and BLAST Royale will receive $15,000, while regional victors in BLAST Brawl will each earn the same prize.

The move into mobile gaming comes as BLAST broadens its portfolio, recently adding games like Dota 2 and Fortnite while overhauling its Counter-Strike operations. Mobile esports, while smaller in scope, have found traction, particularly with Supercell’s long-standing events like the Brawl Stars World Finals.

India Launches WAVES Anime & Manga Contest as Part of ‘Create in India’ Initiative

In a bold move to foster creativity in animation and comics, the Ministry of Information & Broadcasting, in collaboration with the Media & Entertainment Association of India (MEAI), has launched the WAVES Anime & Manga Contest (WAM!) as part of the inaugural season of the ‘Create in India Challenge.’

WAM! invites creators to produce original, localized versions of Japanese anime, manga, and webtoons for both Indian and international audiences. Competitions will take place across 11 cities, culminating in a national finale at the World Audio Visual & Entertainment Summit (WAVES), scheduled from February 5 to 9, 2025.

Creators can participate in multiple categories, including manga, webtoon, and anime, with divisions for students and professionals. Competitors will be required to produce work based on scripts provided on the spot, with formats ranging from two-page manga to 15-second anime clips.

The contest kicks off in Bangalore on October 27, 2024, with finals slated for Hyderabad on December 21, 2024. Winners will be awarded an all-expenses-paid trip to AnimeJapan and other international events. This initiative is part of India’s broader effort to bolster creative industries and position itself as a global hub for entertainment production.

?Quick Bytes

? Linkin Park to Perform Anthem for 2024 League of Legends World Championship

Riot Games has confirmed that American rock band Linkin Park will perform the official anthem for the 2024 League of Legends World Championship. The announcement follows weeks of speculation after social media hints linked the band to the event.

Linkin Park, known for hits like "In the End" and "Numb," recently returned from a seven-year hiatus with new lead singer Emily Armstrong. Their upcoming song, "Heavy Is the Crown," will serve as the tournament's anthem, set to debut on October 25th. A live performance is expected at the final in London’s O2 Arena on November 2nd.

? EA's Investor Day Sidelines Mobile Games Amid Broader Strategy Discussion

EA’s mobile games received minimal attention during the company’s three-hour Investor Day presentation, with Plants vs. Zombies 3 notably absent. CFO Stuart Canfield was the primary voice on mobile, emphasizing its potential to expand player acquisition and drive growth, particularly through successes like EA Sports FC Mobile, which saw record net bookings last quarter. Despite earlier efforts to establish a standalone mobile portfolio, EA’s leadership focused more on AI projects and social networking initiatives. Mobile games, however, remain significant, contributing $1.2 billion in revenue, or 16% of the company’s earnings in fiscal year 2024.

? Nerd Street Raises $6M to Expand Esports Infrastructure and Venues

North American esports infrastructure company Nerd Street has secured $6 million in its latest funding round, with $5 million led by Konvoy Ventures and $1 million from strategic investors. The funding will support the expansion of Nerd Street’s infrastructure and the opening of additional collegiate Localhost venues across the U.S., including its most recent venue at Rowan University. This comes after financial difficulties in 2023, when the company faced reports of unpaid tournament players. Nerd Street has since cleared its debts, including repaying a loan from Riot Games used to compensate players and talent.

?? Did You Know?

If you ever played The Lion King video game and found yourself frustrated by its near-impossible difficulty, you're not alone. In fact, the game was designed that way on purpose. At the time of its release in 1994, video game rentals from stores like Blockbuster were hugely popular, and game publishers were concerned that players might finish games during a short rental period instead of purchasing them.

Disney, which licensed The Lion King to game developers Westwood Studios, specifically instructed the team to make the game challenging enough so that players couldn’t easily complete it within a typical rental timeframe. This strategy was meant to encourage players to buy the game after their rental period ended, instead of simply returning it after beating it.

The developers, bound by these instructions, implemented notoriously difficult levels like "Can't Wait to be King" and "Hakuna Matata." Years later, some developers admitted the game’s difficulty was intentionally excessive and even apologized to fans for the frustration it caused. Despite this, The Lion King game has retained a certain cult status, remembered both for its beautiful animation and its infamously punishing gameplay—a testament to an era when rentals shaped game design.

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