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The more stars a thing is, the better. Five star licenses will generate a lot more sales, five star publishers capture the largest audiences.
For all the bits and bobs that go into a game, the stars represent 'experience' and each missing star takes away a little of your final review score.
That's why the advice is to churn through contract games in the early game, build up a lot of stars in your game features, platforms, engine features, and then when you publish your own you won't be penalised so heavily for missing them.
As for hearts, it's better to aim for the big names - the five-star publishers. In an NPC's case, the "stars" mean something else - it's both tied to their own market share and the potential quality of their games. So a publisher with a higher star rating will give you a smaller sign-up fee and will give you less money per game, but those small losses are balanced and (IMO) outdone by the number of sales you'll get from a 5-star publisher, even compared to a 4-star one.
Noice thanks, Couldn't find much info on this, thanks for the tips.
Heck, a lot of the success you can have in very early game is dependent on RNG. Starting in Legendary, and you get three buggy programmers, Racing as your main genre, and no vehicle-related topic as your starter topics? Better restart, because you're already looking at spending at least 40k more dollars than needed, and waiting for less self-destructive employees, before you can even start making money off contracts.