Interested in learning what's next for the gaming industry? Join gaming executives to discuss emerging parts of the industry this October at GamesBeat Summit Next. Register today.


If you complain loud enough, publishers will listen.

Square Enix announced today on the official site for the upcoming Deus Ex: Mankind Divided that it’s canceling the game’s controversial preorder program, which had people pick rewards from multiple tiers while unlocking more incentives as more consumers bought preorders. These included everything from in-game items to even bumping up the release four days earlier than its February 23 debut. The fact that Square Enix has backed off from such an ambitious but controversial program shows that all of those negative comments and tweets made by gamers do actually make a difference.

Now, all incentives will become available to anyone who preorders or buys the Day 1 Edition of the PlayStation 4, Xbox One, and PC game. The early release date is now off the table.

Preorders are important for publishers, since amassing a lot of them convinces retailers to stock more copies of the game. Incentives become an important marketing tool, since they can boost those numbers. However, publishers need to tread carefully. Gamers can become easily annoyed when those incentives become segmented by platform or retailer. The Deus Ex program was even worse, in that it essentially threatened consumers that they wouldn’t get every reward unless enough people preordered the game.

GamesBeat's creed when covering the game industry is "where passion meets business." What does this mean? We want to tell you how the news matters to you -- not just as a decision-maker at a game studio, but also as a fan of games. Whether you read our articles, listen to our podcasts, or watch our videos, GamesBeat will help you learn about the industry and enjoy engaging with it. Learn more about membership.