50CENT Bulletproof

Fight Club was coming to an end, and conversations had already started about what we'd tackle next at Genuine Games. Then everything changed overnight. Fox Games had been bought by Vivendi, and suddenly we were talking about making a game with 50 Cent.

The Opportunity

The early conversations were encouraging. From Genuine Games' perspective, this was a massive opportunity to build something that would get noticed. We understood the challenges that came with such a big name attached, but the potential was too good to turn down. This could put us on the map.

The project scope was ambitious from the start. We were looking at a full story-driven action game, not just some quick cash-in on a celebrity license. The excitement in the studio was real.

Building the Team

Genuine Games needed to scale up fast, and the first priority was adding at least 50% more people to the team. We went on a hiring spree, and I'm not exaggerating when I say the 50 Cent team was the best I'd ever assembled. Incredible talent came through those doors. Many of them went on to key roles on major franchises afterward.

While we were prototyping gameplay, design ideas started to take shape. It was an exciting time. The project felt important and had huge potential.

Development Challenges

The work was grueling. Lots to do in very little time. But we always made time for an hour or so of 2 vs 2 Winning Eleven soccer matches to blow off steam. Those matches kept the team sane.

Keeping expectations at the right level was always a challenge. Some people thought it should have been a Grand Theft Auto (GTA) style open-world game, which honestly would have been great. But the time we had meant that level of scope was impossible. We had to be realistic about what we could deliver.

This was a full production with an awesome team at Genuine Games, plus some very talented contractors we brought in. The pressure was constant, but everyone pulled their weight.

The Launch and Reception

50 Cent Bulletproof got mixed reactions when it launched. Some people loved it, others hated it. That's the nature of licensed games sometimes. I was very proud of what we built, though. Even today, looking back through old videos, I still think it was a solid game with all the right elements.

Sales were very good. The game made a decent profit, which was what mattered to the business. The royalty checks were also good, with the team getting solid payouts. Everyone deserved it after the effort it took to build the game.

Looking Back

50 Cent Bulletproof turned out to be Genuine Games' last project, but we finished on a high. It was a great learning experience. With a bit of luck, Genuine Games could have gone on to bigger projects. At the time, our design, art, and programming skills were second to none.

But it wasn't to be. Maybe I'll write more about that in a future blog post.