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Oblivion Horse Armour dev looks back on hated DLC – “We had no idea what we were doing”
(www.videogamer.com)
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Yeah sure.
Either they're just straight up lying, or they're completely incompetent over at Bethesda.
Sadly, both don't seem very unlikely realities for what that studio turned in to.
That's not to say they didn't expect backlash, they fully expected some, they simply didn't do a field study to see how bad it was going to be. Actually pretty common in the industry. Thow shit against the wall, see how bad the outcome is, discount that against profit. :)
plus
I feel like it would've taken little effort to do a survey, or just even common sense to know what to expect.
They added that paid DLC barely 2 weeks after the game launched, it doesn't require much thought how this probably wouldn't be received positively.