The gaming industry is no stranger to highs and lows, but the rapid failure of Sony’s live-service shooter Concord this summer raised eyebrows. Within just two weeks of release, the $40 title was pulled from sale, and its developer, Firewalk Studios, was shuttered. Fast forward a few months, and Marvel Rivals, a free-to-play hero shooter, is thriving—attracting 10 million players in just three days.

So, what did Marvel Rivals get right that Concord missed? According to Marvel Rivals director Thaddeus Sasser, it’s all about offering players something truly compelling.

The “Unique Value” Problem

Reflecting on Concord’s struggles, Sasser was blunt: the game didn’t bring anything new to the table. “There’s a switching cost,” he explained in an interview with VideoGamer. “If I’ve already invested in Overwatch and have 15 skins for Pharah, why would I leave that behind?”

This “switching cost” is a critical hurdle in the live-service space. Players don’t just invest their money—they invest their time, building up their profiles, unlocking cosmetics, and getting comfortable with a game’s ecosystem. For a new title to succeed, it has to offer something that makes the leap worthwhile.

Marvel’s Winning Formula

This is where Marvel Rivals shines. While Concord struggled to differentiate itself in a crowded field of shooters, Marvel Rivals leverages the power of its superhero IP. “Who wouldn’t want to be Storm or Doctor Strange in a game?” Sasser said. “That alone is a compelling hook. It’s the kind of idea that immediately gets you excited about the possibilities.”

The game taps into the fantasy of stepping into the shoes of iconic Marvel characters, offering players a fresh experience while capitalising on a beloved franchise. Unlike Concord, which felt like just another shooter, Marvel Rivals has a clear identity and reason for existing.

Predicting Success Is Tricky

Despite Marvel Rivals’ early momentum, Sasser is quick to acknowledge that success in the gaming industry is never guaranteed. “Sometimes the games you expect to flop succeed spectacularly, and the ones you’re sure will do well crash and burn,” he admitted.

Still, the combination of a strong concept, free-to-play accessibility, and the Marvel brand has given Marvel Rivals a significant head start.

The Lesson for Developers

The contrasting fortunes of Concord and Marvel Rivals highlight a key truth: in today’s competitive gaming market, “good enough” simply isn’t good enough. To win over players, a game needs to offer something truly unique, whether that’s innovative gameplay, a beloved franchise, or a fresh twist on a familiar formula.

For Marvel Rivals, the formula seems to be working. And for developers, it’s a reminder that in the battle for players’ attention, standing out isn’t just important—it’s everything