DayZ standalone: ‘We don’t see our product at retail. We don’t need money’

Monday, 8th October 2012 08:03 GMT By Dave Cook

DayZ standalone creator Dean Hall has explained to VG247 why big console publishers should take a hard look at themselves going into the next-generation of consoles, and prepare to compete with open platforms and emerging innovation in the PC market.

As part of a VG247 interview, Hall explained to us why the rise of open platforms, free-to-play models, digital store fronts and subscription-based services like Spotify should be giving console manufacturers and publishers cause for concern.

“I don’t really know enough about the technology behind it,” Hall explained, “but I look at it occasionally. All I know is that there will be more rapid, huge change. I think that everyone – developers, publishers and manufacturers – need to take a good hard look and say, ‘we want that process’.”

“When we had a lot of publishers come to us with the DayZ project and say, ‘we want to be involved’, I had to say to them, ‘well, what will you provide?’ They said money, marketing, retail placement and all of that.”

“We don’t see our product at retail. We don’t need money. So then we don’t need marketing. People don’t want to see ‘DayZ: brought to you by x-brand.’ These publishers are in danger of being irrelevant, but at the same time they can provide a lot of specialist assistance, or technology assistance.”

“But I think everyone in the development side of it needs to take a good hard look, especially if Sony and Microsoft say, ‘we want to focus on innovation’. If I were them I’d be looking at Steam going, ‘woah’. Steam makes it oh-so-easy for developers.”

When asked what digital store fronts on consoles need to do in order to achieve the same prominence as Steam, Hall replied, “I said this to Microsoft, ‘why do you have to go out and get a publisher to publish on Xbox Live?’ You have to use one of their existing publishers, and they never explained this to me in a way that makes sense.”

“The only thing I can think of is that they don’t want to piss off their publishers. To me it’s like the early days of digital music distribution, where they put digital music out there but you still had to buy the whole album.

“It’s like…you’re doing it wrong. You have to go into that space the right way, but I don’t know too much about it to really have an informed opinion on it, but I know what I’d like to see.”

Stay tuned for our full DayZ interview later today.



  1. Freek

    That’s quite a large amount of hubris considering DayZ started as a mod for a “triple A” retail product. It would not exist without all that dirty publisher money and marketing.

    #1 2 years ago
  2. roadkill

    Too right Hall! :)

    #2 2 years ago
  3. voxelman

    @1 ARMA 2 was self published, tho they did have a couple different publishers distribute retail copies that is not publishing as Bohemia did the marketing and funded the game themselves, that was before Hall was a part of the company anyway.

    Bohemia get their funding from making training sims for the military. And I wouldn’t exactly call ARMA II AAA.

    #3 2 years ago
  4. Freek

    Just because they have enough money to do ARMA themselfs doesn’t suddenly change the fact that it is a retail release, requiring large amounts of funding. Bohemia is the publisher. And they are making a full retail version of DayZ because he is part of that company now.
    Also something that would not have happend in in his odd moneyless, marketing free world.

    #4 2 years ago
  5. AmiralPatate

    So they don’t need marketing…
    I’m sure adding zombies had nothing to do with the zombie craze going on and wasn’t at all a mean to get attraction for his project that wasn’t attracting anyone.

    #5 2 years ago
  6. wickedinsane

    @Bohemia Int.:
    then why the heck do you state “XBOX360 – We’d probably be stupid not to try”? (

    Well, I guess it’s NOT for the money… or wait… maybe it is? ;)

    #6 2 years ago

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