The past few years have seen some of the most anticipated product launches face significant challenges and product fails, with even industry giants struggling to meet expectations. This article explores three notable product launch failures - Cyberpunk 2077, Google Stadia, and the Disney+ European launch - and how effective product management strategies addressed these issues, ultimately turning failure into success.
1. Cyberpunk 2077
The Failure
"Cyberpunk 2077," developed by CD Projekt Red, was one of the most eagerly awaited games of the decade. However, upon its December 2020 release, the game was riddled with bugs, crashes, and performance issues, especially on older consoles like the PlayStation 4 and Xbox One. Key features were missing, and graphical quality was severely downgraded from what was initially promised. The backlash was swift, with Sony even pulling the game from its PlayStation Store and offering full refunds—a rare move that highlighted the severity of the issues.
The Product Management Solution
CD Projekt Red’s product management team responded by issuing public apologies and committing to a roadmap of extensive patches and updates. They communicated transparently with the gaming community, acknowledging their mistakes and detailing the steps being taken to improve the game. Over the next year, the team released multiple updates that fixed the majority of bugs and performance issues. While the game’s initial launch damaged the company’s reputation, the commitment to continuous improvement helped rebuild some of the lost trust and retained a loyal player base.
2. Google Stadia
The Failure
Google Stadia, launched in November 2019, was Google's ambitious entry into cloud gaming, promising the ability to stream high-quality games on any device without the need for a console. However, the platform faced significant issues right out of the gate. There was a lack of compelling exclusive content, latency problems that affected gameplay, and confusion around the pricing model, which included both a subscription fee and the need to purchase games individually. Additionally, the performance didn’t match the high expectations set by Google’s marketing, leading to widespread disappointment.
The Product Management Solution
Google’s product management team worked to address these issues by focusing on improving the platform’s performance and reducing latency through technical updates. They also expanded Stadia’s game library, securing more titles and offering free games to subscribers. In an attempt to boost user engagement, Google introduced more transparent communication about upcoming features and game releases. Despite these efforts, Stadia has struggled to gain a strong foothold in the competitive gaming market, but the lessons learned have provided valuable insights for future cloud-based gaming ventures.
3. Disney+ European Launch
The Failure
Disney+ launched in Europe in March 2020, just as the COVID-19 pandemic was driving unprecedented demand for streaming services. However, the platform encountered severe technical issues due to the overwhelming number of users trying to access it simultaneously. Many users faced login problems, streaming failures, and poor video quality. The platform’s inability to handle the high traffic led to frustration and complaints, threatening to undermine Disney’s entry into the highly competitive European streaming market.
The Product Management Solution
Disney’s product management team quickly recognized the problem and scaled up server capacity to handle the increased demand. They also worked to optimize the platform’s infrastructure for better performance across different devices and networks. Communication with users was key—Disney issued apologies and updates, explaining the steps being taken to resolve the issues. Within a few weeks, the technical problems were largely resolved, allowing Disney+ to continue its expansion across Europe. The platform has since grown to become a major player in the global streaming market, despite the rocky start.
Conclusion of Top 3 Product Launch Fails
These examples from the past years demonstrate that even the most well-resourced and highly anticipated product launches can encounter significant challenges. However, through effective product management - focused on transparency, rapid response, and continuous improvement - these failures can be transformed into opportunities for learning and growth. The stories of "Cyberpunk 2077," Google Stadia, and Disney+ highlight the importance of resilience and adaptability in the face of adversity, offering valuable lessons for product managers navigating their own launch challenges.