Highguard's Launch: CEO Reflects on Marketing Missteps Amidst Mixed Reception

Wildlight Entertainment's CEO Dusty Welch acknowledges marketing missteps following Highguard's release, as the game faces mixed reviews despite strong initial player engagement.

Highguard's Launch: CEO Reflects on Marketing Missteps Amidst Mixed Reception
Marcus Lee

Marcus Lee

Gaming & Esports Editor

Explores consoles, PC gaming, accessories, and the business of the gaming industry.

Highguard, the free-to-play PvP shooter developed by Wildlight Entertainment, launched on January 26, 2026, across PC, PS5, and Xbox Series X|S. Despite a strong start, with nearly 100,000 concurrent players on launch day, the game has received a "Mostly Negative" rating on Steam, with 13,363 negative reviews compared to 6,027 positive ones. (gematsu.com)

Dusty Welch, CEO and co-founder of Wildlight Entertainment, expressed disappointment over the game's reception. He acknowledged that the studio could have done better in marketing Highguard, particularly regarding the trailer presented at The Game Awards. Welch stated, "I wish Highguard had been received better. I wish the feedback had been better." (gamesradar.com)

Initially, Wildlight Entertainment planned a shadow-drop release for Highguard, similar to the surprise launch of Apex Legends. However, Geoff Keighley, host of The Game Awards, played the game and suggested showcasing it during the event. Welch recalled, "He came into the studio and played the game... and he loved it." This led to Highguard being featured as the final reveal at The Game Awards. (gamespot.com)

The decision to debut Highguard at The Game Awards was a significant opportunity for Wildlight Entertainment. Welch noted, "We should probably take [the TGA opportunity], and who wouldn’t jump at that chance?" Despite the initial reception, the studio remains committed to the game's future. Welch emphasized, "Launch is a huge moment. But our team builds franchises that stand the test of time, and we’re in this for the long haul." (gematsu.com)

Highguard is now available on PC, PS5, and Xbox Series X|S, featuring full cross-play support. The game offers a unique blend of shooter combat and raid-style objectives, allowing players to control "Wardens," arcane gunslingers battling for control over a mythical continent. (gematsu.com)

For more information about Highguard and its development, visit the official website.

Highguard's Launch and Developer Insights:

  • Highguard, the PvP shooter from former Apex Legends and Titanfall creators, is still kicking and seemingly won't be delayed despite radio silence from devs, Published on Friday, January 23
  • That team-based shooter with phantom horses that debuted at The Game Awards and then promptly disappeared is not actually dead: A showcase featuring 'gameplay deep dive, year one plans, and much more' is coming next week, Published on Friday, January 23
  • Get your popcorn, place your bets, and gather round: Highguard will hold a launch showcase next week after 43 days of silence following odd Game Awards reveal, Published on Friday, January 23

React to this story

Related Posts