When it comes to Amazon (NASDAQ:) you usually read about its successes in basically every line of business it enters. The meteoric rise in shares of Amazon over the years is proof the company has found a formula for success.
Despite usually succeeding in its ventures, Amazon last week took a rare loss on what it had hoped to be a huge opportunity. Amazon Games officially pulled the plug on its free-to-play shooter game Crucible—which had been in development since 2016, just a few months after launching it in May of this year. Crucible, which Amazon had hoped would compete with games such as Fortnite, debuted to poor reviews before Amazon moved it back into closed beta in July.
The Crucible team is hosting a “final playtest and community celebration” in the coming weeks, after which game play will be limited to custom games. Users will be able to play custom games until the servers are shut off at noon PST on Monday, November 9, 2020 as users will have all in-game purchases refunded.
“That evaluation led us to a difficult decision: we’ll be discontinuing development on Crucible,” the Crucible team said. “We very much appreciate the way that our fans have rallied around our efforts, and we’ve loved seeing your responses to the changes we’ve made over the last few months, but ultimately we didn’t see a healthy, sustainable future ahead of Crucible.”
As for the team behind Crucible, they will begin work on other games, including the highly anticipated open world MMO PC game New World, which is set to debut next year.
“We’ll be transitioning our team to focus on New World and other upcoming projects from Amazon Games.”
Although Amazon Games’ entrance into the shooting game world didn’t go as expected, the company still owns Twitch, which had a 91% market share of the live video game streaming market in the third quarter in terms of hours streamed, according to Streamlabs and Stream Hatchet. This is the highest Twitch’s share has been since at least the first quarter of 2018 as Google’s (NASDAQ:) YouTube gaming had a 6% share and Facebook (NASDAQ:) Gaming had a 3.4% share.
Amazon has proven over the years it can improve its products and services and despite Crucible not being a success, Amazon Games will likely learn from it and come back stronger.