PUBG: DED.NET Director Calls Mass-Market Appeal 'Box Office Poison'

Dave Curd, the creative director of the upcoming PUBG spin-off PUBG: DED.NET, believes that designing games for the mass market to avoid offending anyone has become "box office poison." Speaking during gamescom, Curd argued that the most effective strategy for building a dedicated fandom is to create a divisive, "love it or hate it" experience rather than aiming for broad, lukewarm appeal.

According to Curd, the true "death sentence" for a game is apathy. He contends that having both passionate lovers and vocal haters is a sign of a product that provokes a meaningful reaction, stating, "I think middle of the road is box office poison. You want lovers and haters." He further emphasized that while players may be critical of specific choices, "audiences will forgive anything but being bored."

A Departure from Battle Royale

Developed by PUBG Studios (Krafton) for PC, PlayStation 5, and Xbox Series X/S, PUBG: DED.NET represents a significant pivot from the tactical, single-match survival formula that popularized the battle royale genre. The game is designed as a multiplayer FPS with roguelite progression, a shift Curd describes as a way to "spread the gospel of PUBG to non-believers."

Set in 1996 Cascadia, the title adopts a "Grunge House" aesthetic. The creative direction draws heavy inspiration from 90s grunge culture, including the influence of Nirvana, Tarantino films, and Grindhouse cinema. This edge extends to the game's visual and mechanical identity, incorporating elements of body horror, such as characters replacing their hands with machetes.

High-Friction Gameplay

Unlike traditional shooters, PUBG: DED.NET introduces a "multi-match journey" where the consequences of combat are long-lasting. Injuries persist across multiple runs, directly impacting gameplay in chaotic ways. Players may find themselves fumbling their weapons or sneezing while inside smoke clouds, adding a layer of unpredictable friction to the roguelite experience.

The Risk of Identity

Curd's philosophy reflects a broader trend in the industry where developers prioritize a specific, sharp identity over corporate risk-aversion. By intentionally alienating some players to deeply resonate with others, the studio is betting that "big swings" are more sustainable than safe, generic design.

What to Watch

As PUBG: DED.NET moves toward release, the industry will be watching to see if this "anti-mass-market" approach can successfully convert non-believers of the original PUBG formula. While the aesthetic and philosophical goals are clear, the success of the game will depend on whether the high-friction mechanics and divisive tone create a sustainable community or simply alienate the core audience.