Amazon hoped to break into the gaming scene with an entirely new MMORPG but that hope was short-lived. The massive company intended for New World, its new MMO, to launch in May 2021 but it was hit with a pretty substantial delay. Now, the game releases sometime in 2021, if at all. Unfortunately, one game's delay is the least of Amazon's worries as it tries to establish itself as a video game developer. I guess making video games isn't all fun and games.

Fumbling the Start

Amazon apparently amassed a checkered history as a game developer. The Grand Tour Game, the first console release for Amazon Game Studios, disappeared from storefronts within a year from its release. The studio's next game venture returned to closed beta after an unsuccessful launch. Subsequently, development on that game ceased when the project was shut down in November 2020. Amazon canceled two game projects before development could get anywhere.

The online retail giant has no shortage of funds but there's apparently more to making video games than throwing money at the problem. In a report by Bloomberg regarding Amazon Game Studios' mishaps, the company allegedly spent nearly 500 million USD in operating expenses.

Their problems continue from that point. Amazon brought in Mike Frazzini, one of the company's longtime executives, to help the game studios almost eight years ago. It soon became obvious that Frazzini's presence did little to help their situation.

“Making games was something entirely new for us, and in part we apply some of the same methods that we use in a lot of Amazon. You hire great people — the best in the industry — and then you give them the freedom to create and invent. It’s not taking the playbook of Amazon and applying it to games. It’s taking the playbook of Amazon, applying the parts that make the most sense, and then learning and adapting it for making content.”

Frazzini seems to have the right idea about making video games, how then have Amazon failed so spectacularly?

A Rocky Foundation

The core problem facing Amazon square in the eye could be their poor management practices. This compounded with their problematic self-made game engine paints a grim picture. A former employee even went so far as to say that the game engine is “killing this company.” One thing this whole fiasco does well is put the entire development process in perspective. It should have been obvious, but now more than ever, it's clearer that money alone doesn't make games.

Several female game developers complained that the company engages in an oppressive “bro culture.” These jilted employees stated that “their worst experiences of sexism in the industry were at Amazon.” Undoubtedly, gender discrimination is a tough problem to eradicate. However, Amazon really needs to look over their practices if they're being labeled the worst perpetrators by their own employees.

The company also reportedly treated its employees in questionable ways. The game studio apparently prioritizes rewarding employees based on the length of their stay with the company. This incentivizes employees to stay for the company as long as possible. Amazon has this system in place in lieu of handing out bonuses like a normal company.

Check Out

The world has seen several companies mistreating their employees and their intellectual properties but in most cases, there's at least a game that's made. Questionable work practices should never be condoned but at the end of the day, without producing a game, a game studio is hardly a game studio. Amazon obviously needs to fix and recalibrate a lot of its practices, people, and visions if they ever hope to succeed in the industry.

This case now serves as a cautionary tale. Several dubious companies have already established themselves in the industry. Most recently, Naughtydog made headlines with its oppressive crunch culture of development. This can mostly serve as warnings for big companies hoping to infiltrate the game industry.

It's understandable since the gaming market allegedly generated over 159 billion USD in revenue in 2020. There's an enticing incentive to try and make successful video games. However, the scene doesn't need another company that mistreats its employees and potential players. Amazon needs to get help from people that actually know how to develop and market games. We can only hope they get advice from the non-predatory game development companies in the world.

Game developers in particular hold responsibility for crafting the most amazing worlds and stories. They deserve to be respected by the big companies brazen enough to try and break into the scene. Hopefully, Amazon works swiftly to fix their entire operation. Honestly speaking, their delayed MMO looks like an interesting game.