Squanch Games is set to release High on Life 2 on February 13, 2024, marking a significant shift in strategy by launching the game simultaneously on both Xbox and PlayStation platforms. CEO Mike Fridley described this decision as a “no-brainer,” following the first game’s extended exclusivity on Xbox.
Simultaneous Launch Decision
In an interview with TechRadar Gaming, Fridley explained that the choice to release the sequel across multiple platforms stems from the studio’s desire to reach a broader audience. The first High on Life title debuted in December 2022 exclusively for Xbox Series X, Xbox Series S, Xbox One, and PC via Game Pass. It did not arrive on PlayStation 4 and PlayStation 5 until July 2023, leading to a later, but successful, entry into the PlayStation market.
This time, Squanch Games aims to capitalize on its growing brand by making High on Life 2 available to all players at once. The inclusion of the game in Xbox Game Pass was also a significant factor in this decision, as Fridley noted, “getting it on Game Pass is great” for exposure, despite some concerns about potential sales impact through the subscription service.
Franchise Building and Market Strategy
Despite the success of the first game, Fridley emphasized that Squanch Games is still “in a franchise building mode.” He expressed a commitment to exposing as many players as possible to their games, stating, “the best way to do that is to give it away and get as many people with their hands on it as possible.” This approach reflects a long-term vision for the studio rather than focusing solely on immediate profits.
Interestingly, Fridley pointed out that despite the delays in releasing on PlayStation, it remains the studio’s “lead platform.” He stated, “shockingly even after a delay on the Sony launch… it’s still our lead platform.” This insight highlights a significant shift in player preferences and market dynamics since the initial release.
Fridley further explained that the decision to forgo exclusivity for the sequel was financially prudent. “It was kind of an easy business decision,” he said, noting that they could avoid two separate marketing campaigns by launching on all platforms simultaneously. This streamlined approach not only reduces costs but also ensures that the marketing efforts resonate with a wider audience.
High on Life 2 will be available on PS5, Xbox Series X, Xbox Series S, and PC at launch, with a Nintendo Switch 2 version expected on April 20, 2024. As the gaming landscape continues to evolve, Squanch Games appears poised to adapt and thrive by prioritizing accessibility and player engagement.
