PUBG: DED.NET Developer Argues Making a Game for the Mass Market Where ‘Nobody’s Too Offended and Everybody Kind of Likes It’ Has

PUBG: DED.NET Developer Argues Making a Game for the Mass Market Where ‘Nobody’s Too Offended and Everybody Kind of Likes It’ Has Become ‘Box Office Poison’

[A bold new take on the battle royale formula is coming from Krafton, aiming to carve out its own niche in the crowded market.]

DED.NET: A Love-It-or-Hate-It Approach to Battle Royale

PUBG has spawned numerous spinoffs, but none quite as polarizing as DED.NET. This multiplayer first-person shooter shares PUBG’s core of outlasting opponents, but introduces key differences like persistent roguelite progression and a distinctive “Grunge House” aesthetic inspired by the 1990s Pacific Northwest. Matches are shorter than typical battle royales, clocking in around 25-30 minutes, making for a more digestible experience. While PUBG is available on consoles, DED.NET is built from the ground up for them.

DED.NET aims to be divisive, and that’s exactly what Krafton wants. Creative director Dave Curd argues that trying to please everyone has become “box office poison.”

“PUBG brought the genre to prominence,” Curd explained at gamescom. “Everyone asked, ‘What’s my take?’ Destruction? Competitive play? Twitch reactions?’ Ours is a rogue-like experience, where you’re constantly chasing builds and creating hilarious moments. We want to create an evocative experience that people will either love or hate.”

Curd believes making games for the mass market is risky. He wants DED.NET to cultivate a dedicated fandom, even if it means alienating some players. “I think making something that can really get a fandom… I think that’s wiser than trying to make sure nobody’s too offended.”

The game draws inspiration from grunge music, Italian zombie movies, and Tarantino films. Curd expects other battle royale developers to adopt the “rogue multi-match journey” mechanic if DED.NET proves successful. However, he believes replicating their unique world – where players can chop off hands and replace them with machetes or have explosive stunts – will be impossible.

Curd wants DED.NET to provoke a reaction, whether positive or negative. Apathy is the enemy. “I think middle of the road is box office poison,” he said. “You want lovers and haters.”

This philosophy echoes that of Arrowhead, developer of Helldivers 2, who famously argue that “A game for everyone is a game for no one.” This is why friendly fire is always enabled in Helldivers 2, making the game more punishing but also helping it stand out.

Early betas and playtests have shown positive responses to DED.NET, with players already forming relationships between characters and creating fan art.

Curd, who has worked on PUBG for nine years, initially saw DED.NET as a way to “spread the gospel of PUBG to the non-believers.” He realized that while PUBG appeals to a specific audience, its core themes of survival could be explored in different ways. The idea was to create a multi-match journey where players make choices about their characters and manage injuries, creating unique gameplay experiences.

“The genesis was I love hero shooters, but I never find exactly my favorite one,” Curd explained. “So we thought, could we challenge the player to go on a multi-match adventure where they’re picking and choosing and making interesting decisions about who they want to be when they grow up?”

Players can now register for the upcoming closed beta. There’s no release window yet, but PUBG: DED.NET is due out on PC, PlayStation 5, and Xbox Series X and S.