What happens when brands make unexpected changes and users push back? Even the smallest brand changes can have serious repercussions, upsetting the delicate balance between business and consumer loyalty.
Navigating changes in brand strategy can often lead to unexpected consequences, particularly if your customers feel they have been ignored or misled. If you’re plugged into the world of gaming, you might have heard about the recent controversy surrounding the game Helldivers 2 and the PlayStation Network.
The Decision
After its release earlier this year, Helldivers 2 has become one of the biggest games PlayStation has ever published across PC and PS5. Excitement for the game has been ramping up over the past few months, and for a while, it seemed like the game could do no wrong. Turns out, that wasn’t exactly true.
Earlier this month, PlayStation announced that both new and current Helldivers 2 players on Steam would be required to sign into a PlayStation Network (PSN) account to be able to play the game. PlayStation claimed this account linking was intended to be a rule from the game’s launch in order to help manage player bans more effectively, however, it contradicted earlier statements that PSN sign-in would be optional for PC.
The Backlash
This decision led to a significant backlash from the Helldivers 2 community, resulting in a flood of negative reviews for the game on Steam. The community’s reaction was swift and severe, with many users expressing their dissatisfaction through harsh comments and a slew of negative reviews.
Gamers were not only upset about the sudden change but also frustrated by what many saw as an unnecessary complication that could limit accessibility, especially for players in countries like China where PSN is not available.
Over 144,000 negative reviews were posted in response to the forced PSN account linking, significantly impacting the game’s previously positive reception. Within a short period, Helldivers 2 went from being a celebrated title with ‘mostly positive’ reviews, to having a ‘mostly negative’ rating.
Comments ranged from critical to outright hostile, with many lamenting the corporate mentality to fix what isn’t broken, “What is it with companies being unable to resist shooting themselves in the arm when all they needed (sic) to continue ‘winning’ is to do nothing?”
“All this so some f***ing bean counter can show off more PSN account registrations at the next quarterly meeting,” said another community member.
The Response
The CEO of Arrowhead Studios, the developer behind Helldivers 2, addressed the issue on social media, acknowledging the controversy and apologizing for the situation. He later mentioned he was in ongoing discussions with PlayStation to find a solution, particularly for players in regions where PSN is not supported. Faced with mounting criticism, PlayStation had to quickly backtrack on its decision.
On May 6th, PlayStation made this official announcement via X (Twitter): “Helldivers fans — we’ve heard your feedback on the Helldivers 2 account linking update. The May 6 update, which would have required Steam and PlayStation Network account linking for new players and for current players beginning May 30, will not be moving forward. We’re still learning what is best for PC players and your feedback has been invaluable. Thanks again for your continued support of Helldivers 2 and we’ll keep you updated on future plans.”
While this announcement was welcome news for Helldivers 2 fans, the damage was already done. The game’s review scores had plummeted, resulting in a permanent rating of ‘mixed all-time reviews’, with trust in the brand suffering. The controversy highlighted a significant oversight in PlayStation’s strategy and an underestimation of the value gamers place on transparency and ease of access.
The Lesson
The Helldivers 2 fiasco serves as a critical reminder of the importance of market research and community engagement. Similar to The Daily Aus’s Fontgate saga that played out earlier this year, these controversies can serve as powerful lessons in branding and community engagement.
While companies often celebrate their agility in responding to feedback, the real achievement lies in proactive engagement – understanding and integrating community input before making significant changes.
How SMEs Can Learn from Big Blunders
It’s important to remember that businesses of all sizes are vulnerable to customer backlash if they fail to involve their customer base in brand changes. Whether you’re a small startup or a multinational giant, disregarding the voices of those who interact with your products or services can lead to severe reputational damage.
Engaging with your community early and often is key to implementing changes that are accepted and even welcomed by your audience. If you’re looking to implement major changes, here are some steps to consider:
- Conduct Thorough Surveys: Reach out via emails, social media polls and direct customer outreach to gather diverse feedback. Use the responses to identify common themes or concerns and use this to guide your decision-making process.
- Select a Test Audience: Before a full rollout, select a diverse group of users that represent your entire customer base to test your changes. This diversity helps in understanding the impact of your changes across different customer segments and is a strategy used by tech giants like Meta and TikTok.
- Foster Continuous Dialogue: Keep the lines of communication open before, during and after implementing changes. Regular feedback can lead to ongoing improvements and customer satisfaction.
- Listen More, Decide Wisely: Balancing business objectives with user satisfaction is key. Spend less making decisions in isolation and more time gathering community feedback.
Thinking of Making a Strategic Change in Your Business?
Don’t leave changes to chance. If your business is contemplating a significant change, connect with The Big Smoke. We’ll work with you to ensure your future goals resonate with your audience. By conducting surveys, using test audiences and keeping communication open, we’ll ensure any product or service changes you make are well-received, minimizing disruptions and maximizing potential benefits.
