Dispatch Dev Thinks Other Studios Should Probably Avoid Episodic Releases

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I’ve been following Dispatch, and it’s been amazing to see how quickly it’s blown up! But the CEO of AdHoc, Michael Choung, actually says they wouldn’t recommend the way it was released to other studios. Even though releasing episodes weekly helped Dispatch sell over a million copies in just ten days and is on track to meet its three-year goal in only three months, he admits it was a really tough process – he even called it ‘insane’!

In an interview with the tech newsletter Knowledge, Choung remembered being told many times that releasing the game in weekly installments, rather than all at once, would be a mistake. However, the team felt this approach was crucial to telling the story effectively. He explained that the game contained the equivalent of three full-length, high-quality animated movies combined with a video game, and that this unique blend demanded an episodic release. This structure had always been central to the narrative, even though it went against typical industry practices.

After considering different options, AdHoc decided to release the game in two episodes per week, rather than all at once or with longer gaps between releases. This turned out to be a very successful strategy. According to Choung, the weekly releases created a feeling of urgency – that players needed to join quickly without feeling left behind. Surprisingly, instead of declining after the first week, the number of concurrent players actually doubled with each new release.

“Those things, we anticipated. I don’t think we anticipated the scale of it,” he said.

Choung warns against making this style of production common practice. He explains that, based on all available data, it’s a difficult path to success. “Relying solely on releasing content in episodes is a gamble,” he said. While AdHoc hopes others can make it work, he emphasizes that it’s a demanding and uncertain strategy.

AdHoc isn’t just known for how it releases its work; the company has also made headlines by choosing not to use AI to replace creative staff. According to creative director Nick Herman, AI is better suited for production tasks than for truly creative work, suggesting it might only seem creative if you lack creative skills yourself.

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2025-12-05 19:10