Subject:
Westwood created a long-lasting success from a few thousand bucks. EA had millions to spend and still failed. How come?
Description:
The emphasis should not be on online ladder competition or expensive fancy cutscenes, but on the campaign. 75% of people who play RTS games never bother to compete online. Instead they want to build up their base, see it rise from scratch as they customize it with a turret here and a gate there, then explore the map, conquer the AI, beat the mission and see the story unfold. EA invested so much into high-ranking competition because they thought this would popularize their game. But they were wrong, because they failed to recognize the group they focused on (competitive players) is small, picks up a game quickly and lays it aside just as quickly. Whereas the large fanbase of C&C plays it because they love the feeling of being a Mastermind-Strategian, the story, gameplay and atmosphere. Online play was all about "keep the units rolling and overwhelm quickly!" whereas a traditional C&C player loves action but also loves to bide his time while weakening his enemy and waiting until the moment is there to strike.
EA thought the C&C player is a fluid rusher who pours out units right from the start, and once he sees his force is superior is already aching to begin the next match.
But that is not so; the C&C player is one who constructs his base with attention to details and carefully considers the placement of his structures. He doesn't want to immediately deliver a decisive blow but he wants to see the enemy crumbling beneath his attacks one step at a time.
Positive Effect:
The game will have a campaign with a lot of replay value, sub-missions, different possible approaches, a smart AI. After four days of intensive play, people will feel proud and think: "Wow this campaign was really fun! Now let's see what there's to do online". And if the developers spend another year creating an expansion (like Firestorm did), this will be relatively cheap for them (since they'll only need to add new missions, plus a few units and dialogues maybe) but people will be guaranteed to buy that expansion.
In the campaign of the Tiberian Sun your units might discover a lonely subterranean dwelling in some corner of the map. Upon contact, local militias declared their support and joined your force. Not that it really mattered much (the units were weak) but the playthrough was non-linear and the player felt attention was given to details. Perhaps they would send some extra civilian support a few missions later. Or you could send your spy on a sidetrack to find a hidden building to infiltrate, which in the next mission would reveal to you a part of the map. You could sense this was made by people who loved the imaginary world they created. In contrast, EA threw a bunch of millions around to create a campaign which felt unrefined and obligatory in many ways.
C&C 3 and 4 contained only few units and everything had to be functional: Infantry, Anti-vehicle infantry, Anti-infantry-vehicle, anti-air-vehicle, anti-vehicle-vehicle, anti-vehicle-air, anti-structure-air. That was it. Whereas Tiberium Sun and Firestorm contained more out-of-the-box units; Carryals, Cyborg-Reapers, Mobile Missile Hovercrafts, Mobile Stealth Generator, Subterranean APC, Devil's Tongue, Mobile EMP Cannon, Jumpjet Infantry, Limp Drone, Mobile Sensor Array, etc. Players want a great variety of units at their disposal that they can experiment with. A greater amount of units, even if some would not be used every match, would be more appreciated by them than let's say a large amount of skirmish maps or unlockable additional character info. Cover for this by giving them the tools so they can use their imagination and easily create some extra maps themselves.
Also, consider an extremely user-friendly map/mission editor. To create custom scenarios - this will make it more fun to play online, it will create more variation, and people will also be triggered to play online more often (because most want to play online but don't like the pressure of being immediately killed off by some expert). (Age of Mythology came with such an editor {much easier to use than for example that of Starcraft II} with which it is very simple to create your own minigames, a few thousand people still play it although microsoft disbanded the studio which created it. Age of Mythology was in that aspect a bigger success than AoEIII.) The map editors that were released for C&C3 were still way too difficult for users. Custom maps and scenarios is what you need if you want a thriving community in which there is also room for less competitive forms of play. The ladder-focusedness of most online RTS modes scares off the users. I know for a fact people would love to build a map with a big computer-controlled base and then work together with their friends to destroy that base.
EA thought they could rival the online success of Starcraft with C&C3 and 4. Echoing Dawn of War, they tried to make C&C into a game which abandoned economy and focused on micro.
But this was doomed to fail because this is not the mindset of the C&C player. What the C&C player wants is not a straightforward linear obvious approach (Rush or be superweaponed! Turtle or be rushed!) but freedom to establish his base as he sees fit and time to decide his strategic approach. C&C should hold a middle ground between Dawn of War (emphasis on micro) and Supreme Commander 1 (emphasis on large scale) in that respect. EA thought that because Starcraft 1 was such an online competitive success, they could use the C&C franchise and get its audience to get that going as well. They were wrong because in order to lure people online they changed the gameplay into something that didn't fit the frame of mind of the C&C player.
Negative Effect:
Players who want to buy this game and enter serious online ladder competition to get to the top ladder would have less resouces on their thing. (Since most of the team's resources would be on developing a great variety of units and a campaign containing many sub-missions and alternative approaches).
To be honest, I think the far majority of C&C players like to compete against others but they by nature want to take their time and not be under massive pressure from the very first minute. So they would play casual games more often than ranked ladder games.

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