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The online gaming industry has become a cutthroat world where success is fleeting. Developers are under pressure to create games that generate immediate and significant returns, making it difficult for them to sustain player engagement. Consider the case of Highguard, a free-to-play game that launched with a peak of 100,000 concurrent players on Steam. However, 90% of players abandoned the game within a week, and the developer, Wildlight Entertainment, announced that it would end service on March 12, after fewer than 50 days online. The game's failure can be attributed to several strategic errors, including a refusal to conduct public play tests before release and a complex structure that was difficult for players to understand. However, the main reason for its failure is the increasingly demanding expectations for immediate returns in the live-service game market. Live-service games are investments that are meant to deliver endless revenue, and developers are under pressure to emulate the success of genre juggernauts like Fortnite. However, executives and developers have different priorities, and the online commentariat is often negative about these types of games. Sony, for example, has greenlit several live-service games, but most of them have been canceled before release. One of its few successes is Helldivers 2, which sold 20 million copies and still has a healthy player base. Bungie's new game, Marathon, has also received critical acclaim, but its fate is uncertain due to the high expectations for returns. The game's developers have spent years maintaining Destiny, a trailblazing online shooter, which gives Marathon a significant advantage. However, the pressure to generate profits is still a major challenge, and the game's success is not guaranteed. In conclusion, the online gaming industry is becoming increasingly challenging, and developers are under pressure to create games that generate immediate returns. While some games, like Marathon, show promise, the existential threat facing them is the same: profit margins.