Glowmade Games, a studio backed by Amazon, is preparing to lay off staff following the disappointing launch of its inaugural title, King of Meat. Industry observers had anticipated the game’s co-op multiplayer experience would draw significant attention, but both hype and player numbers fell short of projections. News of potential layoffs began circulating after several Glowmade employees discussed restructuring efforts on LinkedIn. The company’s recent actions have raised questions about the challenges of launching new IPs in the current gaming climate, where high expectations and considerable investments place pressure on emerging studios.
Reports earlier this year suggested King of Meat could revitalize Glowmade’s position, as Amazon continued to experiment with gaming projects despite a history of sudden pivots such as the discontinuation of New World content. Promotional campaigns, including special giveaways and visibility at Gamescom 2024, signaled confidence from both Glowmade and Amazon. However, previous Amazon-published multiplayer games struggled to sustain player interest beyond launch periods, hinting that consistent engagement remains elusive for such ventures. Compared to past announcements, the fallout for King of Meat appears to reflect broader industry trends affecting new releases from publishers beyond Glowmade or Amazon.
Why Did King of Meat Underperform Expectations?
Anticipation for King of Meat ran high, as leadership reportedly set a target of 100,000 concurrent players at launch. Despite launching on multiple platforms and benefit from events like a free Steam weekend, the game managed only 320 peak concurrent players on Steam, with current figures in the low double digits. Even generous estimates of engagement on PlayStation 5 and Xbox Series X/S would leave the game far short of internal projections, calling into question the accuracy of market analysis and the product’s appeal.
How Are Employees Affected?
The shape and scale of the impending layoffs remain unclear, but initial reports suggest a wave of voluntary redundancies impacting about a dozen individuals. Employee disclosures and ongoing internal discussions indicate the process commenced in early January as the studio reacted to King of Meat’s commercial outcome. One affected individual shared,
“It’s disappointing to see the effort put in by the team not matched by sustained interest from players.”
The uncertainty around Glowmade’s future has led some to reassess career plans within the evolving landscape of the gaming sector.
What Does This Mean for Glowmade and Amazon Games?
Both companies invested heavily in marketing, with prominent showcases and collaboration with content creators such as Mr. Beast. Nevertheless, with Amazon’s prior decisions to curtail game development initiatives and scale back operations, Glowmade’s next steps remain in doubt. Leadership has signaled a reevaluation of strategy, with a spokesperson stating,
“We are considering all options to prioritize sustainability for our studio and staff.”
Broader restructuring within Amazon Games has already led to significant headcount reduction and uncertainty for affiliated developers.
The struggles of King of Meat highlight familiar risks for studios launching ambitious multiplayer titles without established audiences. Well-funded marketing efforts and high-profile publisher support do not guarantee commercial viability, especially in a saturated live-service market where player retention quickly dictates project survival. For developers and publishers, effective forecasting, understanding player expectations, and agile development approaches are essential to maximize the chances of success. Studios aiming to avoid similar pitfalls may benefit from smaller-scale launches or iterative testing rather than relying on mass launches to drive adoption.
