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Smilegate RPG didn't have the manpower / resources to publish the game themselves in the west (the director addressed this on a LOA conference last year if i remember correctly, or on the LOA MINI earlier this year).
By allowing AGS to publish the game for them in the west, it enabled them to strike a fine balance between utilising internal resources while also maintaining their own live service in Korea (much the same as RU and JP).
AGS has huge reach in the gaming communities, and one of the largest platforms (Twtich) can be used as an advertising machine) - You will likely see Prime Drops come sometime in the future. (this casts the BEST audience net) plus they can also advertise at AGS sponsored events like the Game Show and Awards Show this year.
So business wise, it was a solid investment to ensure that the western market had a strong advertising force. AGS also want to prove themselves in the gaming industry, so this title will NEED to be successful in order for them to maintain a presence in this division.
You might say "Well AGS hasn't had a success yet" - This is all the more reason for them to need to succeed here.
My last and final note here is that (this is my opinion) regardless of what others might think. AGS is still the best publisher for LOA in the west as most others are known to heavily monetize their games in favor of shareholders. AGS made some solid progress in the mitigation of p2w aspects, we have one of the most friendly monetization models of ALL LOA clients.
Furthermore, they own the server infrastructure which means the overheads for them as a publisher are significantly lower than if another publisher did it, which also enables them to invest more in the players as they don't have to deal with a server markup cost.
Atleast, these are my thoughts.
Already summarized it pretty much, let's see how long it lasts before, they delete your post or lock the thread lol
They need servers in nodes closer to the new regions, they need people working 24/7 for maintenance. They need translators, voice actors, etc.
They cant just say "hey, lets spend this much ammount of money and expand ourselves to literally the other half of the world." if that were their only option, we would never play lost ark.
Thats why they picked Mail.ru in Rusia
Everything else left a decidedly bad taste in my mouth.
Now AGS beginns to do the same ♥♥♥♥ again with Lost Ark. Made Changes to the game no one wanted. There are other popular MMO's like for example Black Desert where only couple of game features were "Westernized". Tera Online was a bit censored to the Elin but most are vanilla.
AGS... really instead to simple "Add" presets they completely replaced the most. Changed Skin Tones of NPC that shines like covered in body oil.
Did you take a look at those Collectibles - the Cards?! The changes Skin Tones? Microsoft Paint skillz.
Actually AGS does not make a good job.
https://steamcharts.com/app/1063730
New world still has a downwards trend.
Going from 900k players to 300k in under 3 weeks. Now sitting at 100k while slowly loosing more players.
A testament to the ♥♥♥♥ up of AGS.
Thankfully the game is made by smilegate and they give me the same vibes as FFIV devs.
Unfortunate they tood Amazon as a publisher.
Knowing however the alternativ publishers, its clear that they had the choice between pest and colera.
Self publishing takes a lot of work.
Each country in the EU has their own laws and its a nightmare for new companys to publish here in any reasonable ammount of time as they would have to open a branch office and get all the permits.
Now it all depends on the contract smilegate got with Amazon.
How much controll amazon got over the published content.
Considering the last changes they at least got some controll.
Amazon is clearly a business that cares about politics though, so.....