hype

Have you heard about Destiny? It’s a videogame created by Bungie, the studio that developed Halo, which is in itself notable, but the real headliner is Activision’s claim that it’s backing Destiny with a $500 million budget. That’s half a billion dollars for an original intellectual property. Wow!

It’s not like the money is all spent; my understanding is that budget includes marketing, future add-on content (for example, a $20 DLC has already been announced for December) and maintenance. Nevertheless, it’s an insane number for a game that may or may not last. Has any brand new property been burdened with so much hype?

Unfortunately, Destiny launched to tepid reviews — it has an aggregate score of 76 on Metacritic. Which is good but not great, especially considering the gargantuan budget. Compare that with two other original IP shooters that debuted this current console generation: 86 for Titanfall and 82 for Sunset Overdrive.

I got Destiny anyway and to my surprise actually kind of like it.

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Xiaomi and OnePlus proved that it is possible to start a successful smartphone company, even with limited resources. Here’s their strategy in a nutshell:

  1. Create a compelling product for tech enthusiasts
  2. Sell it direct as a loss leader
  3. Limit production to create scarcity
  4. Build awareness and demand
  5. Sell profitable related products and services
  6. Scale production once component costs drop

Small Chinese companies like Xiaomi and OnePlus were able to create markets even while competitors like Apple and Samsung spend billions in advertising their smartphones. Their success is a blueprint for others to follow, whether you’re running an established smartphone company or starting one.

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