Because of problems with advertising in the Chinese market, Total War: Warhammer III has been review bombed on Steam. PC, Mac and Linux versions were launched on February 17th, 2022 for Creative Assembly’s Total War series of hybrid strategy games. Whereas most of the Total War series games are set in historical periods (such as Japan’s Warring States era in Shogun: Total War or Rome’s early days under Emperor Augustus in Rome: Total War), Total War: Warhammer III is the latest in the first series of Total War games based entirely on a fictional setting, that of Games Workshop’s Warhammer fantasy war games and books.
Since the release of Total War: Shogun in 2000, the British developer has gained international acclaim in the strategy game industry. Overall, Total War: Three Kingdoms was the series’ fastest-selling and highest-rated release to date. This is mostly owing to Chinese gamers, who despite not having an official release in their country, boosted sales of the title, which allows players to relive the events of China’s Three Kingdoms era (c. 220-280 C.E.). Warhammer III hopes to continue this pattern by including the playable human faction Grand Cathay (based on ancient China).
Some Chinese players have turned to Steam in droves to express their displeasure with this new marketing technique. For a high-profile game so close to release, Total War: Warhammer III has a mixed rating (62 per cent positive) on Steam. “(Chinese) players have been disgruntled by how Creative Assembly and Chinese game live streaming site DouYu handled promotion,” says market analyst David Ahmad. pr This frustration stems from a shift in marketing strategy leading up to release, which Ahmad describes as “- Early access version was given to too many random streamers, both big and small.
These streaming channels had no knowledge of the game or how to play, were generally disinterested, and spoilt parts of the game.” Previously, Total War campaigns paid more attention to prominent streamers who were already fans of the game and franchise, as well as taking greater precautions in avoiding spoilers. To the chagrin of die-hard fans who had already pre-ordered the game in record numbers, Creative Assembly chose to market to a broader audience instead of only those who had pre-ordered. “Creative Assembly China workers claimed they were hoping to reach a bigger audience this time,” Ahmad reveals.
Warhammer III is now one of Steam’s best-selling and most-played games, although their algorithm shows it as “Mixed” despite this fact. As with previous Total War games, this one has been review-bombed by fans, but the game’s momentum appears to be unfazed by the controversy. There is a risk of review bombing when you release a game, and it can thwart the launch of a popular game. Developers may be compelled by publishers to change direction in order to avoid future criticism of their series. Creative Assembly, on the other hand, will likely only experience short-term pain. The third major instalment in the Total War: Warhammer series, Total War: Warhammer III, has already been acquired (not including a Total War: Warhammer mobile spinoff game). Hopefully, this will serve as a warning to future programmers.