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If noone knew about it, it would have the chance of every original game released; its failure can't be for that reason.
It actually sold pretty well on the name.
What it has not done is retain those players. Honestly, it's dead. I tried starting it today and just couldn't bring myself to actually play it. (Save invalidated due to updates was a nail in that coffin.).
I might give it another try. But the setting is terribly cringe and the gameplay is gamey as heck. ("These are the techniques you can use to win and none other" - paper-scissor-stone balancing). Still, I did intend to give it a fair chance back when I bought it. I can't say why other people don't like it - odds are there's many reasons - but those are mine.
Thinking about it...
The reason is that it's a PvP game; that is how it was envisioned from the start, despite having a campaign. All DLC is for PvP modes only. That's a highly competitive genre where you do phenomenally well or die ignominously. There is no middle ground, because PvP relies on having sufficient players to find matches; the moment you go below a critical amount, noone will ever play PvP again; not for long.
The question then becomes why did it lose those players in the first place. Keeping a PvP game alive needs a finger on the pulse of the players and frequent changes/updates to keep the 'meta' - the players' perception of what's strong factions/tactics - changing while close enough to be roughly balanced. It takes adding new content. It takes a lot of work.
The devs started out strong with a patch every two weeks... for one month. Then nothing for four months. That was it. That's when it died.
Having a campaign advertised for only one faction - so most players felt attached to the same faction, making it impossible to find matches that weren't mirror matches even when there WERE many players - didn't help.
It probably didnt' help that a lot went into it with my thinking - it's AoS, might hold my nose and play it if it's good - but it wasn't that great to start with and the setting was not really a draw. It made me aware of the game but it didn't make me like it; rather the opposite, with the contrived naming conventions and other things that reminded me of what had been killed with WHFB rather than what was good about AoS.
Game had 1.5k peak players at launch, it droped 90% in a week. Game was created with so many wrong ideas that even if it properly worked at launch - it would still die. THE worst warhammer RTS so far. Somehow even worse than DoW 3.
The real reason why it died is because it wasn't good enough to make up for the lack of factions. Everyone wants a game to play their favorite faction and they definitely would love this game for the army painter alone.
Lol piss off. AoS is plenty popular. Its because the devs stopped supporting it after a month and launched the game with too few factions.
Worst part is that the devs screwing up will probably make it less likely for us to get a decent AoS game.
THe soundscape is amazing and some of the graphics look good, but there seems to be a lag between whats going on screen and what your pressing.
Gods I almost forgot about the abysmal keyboard/mouse controls, if you could even call them that
It follows the relic formula with never ending retreat, some enjoy it but i find it to be crap. I rather build units and send them to certain death (aka Dow2 beta when heavy bolters just melted your troops cut off guard).
The game is not bad as in nothing works but i assume they aimed for an audience that just ain't there hence the downfall. Feels a bit like Dow3 :O