The market does need to mature...
and that's kind of the point. Things like the ever increasing popularity of digital distribution will give rise to more episodic content, among other things. But for right now, an immature market is creating a mine field of development and distribution pitfalls for any publisher.
One of the questions I'm excited to see answered in the coming years is can this model work--and by work I mean be really, truly successful both critically and financially--outside of a graphically stylized adventure-esque game, like Sam & Max. Something I never thought of before I did some research for this article is the unique hurdles that Half-Life has to overcome because of the focus on bleeding-edge graphics in the shooter camp of gamers, and how that may effect development time tables.
I'm not saying Valve can't/won't overcome some of the setbacks they've faced. But to me, it's an interesting question.
Thanks for your comments guys and gals.
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