Pete Hines, a former Bethesda executive, recently shared insights into the skepticism that often surrounded Bethesda`s game releases over the years and how he maintained his conviction despite widespread doubts from others.
Hines recalled initial concerns, such as whether The Elder Scrolls III: Morrowind would succeed as an Xbox exclusive. More prominently, there was significant apprehension about The Elder Scrolls V: Skyrim`s launch on November 11, 2011, given its close proximity to the highly anticipated Call of Duty: Modern Warfare 3, which was released just three days earlier on November 8, 2011.
Hines recounted hearing sentiments like, “Skyrim can`t possibly compete with Call of Duty. They`re releasing in the same window; everyone will be playing Call of Duty, and no one will buy your game.“
For his part, Hines acknowledged Call of Duty`s massive market presence but asserted his belief that Bethesda had a “superior game” in Skyrim and was prepared to invest substantially in its marketing. He confidently stated, “I`ll compete directly with them. I`ll allocate marketing resources against them. While I`ll never spend nearly as much, I still believe we can win.“
Ultimately, both titles thrived in 2011. Modern Warfare 3 secured the top spot as the best-selling game in the U.S. that year, with Skyrim following closely at second. Skyrim`s enduring popularity has led to over 60 million copies sold globally, cementing its status as one of history`s best-selling games, a figure boosted by its release across multiple platforms over time. Modern Warfare 3`s exact total sales figures remain undisclosed.
Another instance Hines recounted involved warnings against a spring release for The Elder Scrolls IV: Oblivion (which launched in March 2006), as the industry typically avoided that window. Yet, Hines affirmed, “We did exceptionally well.” Oblivion`s success further solidified Bethesda`s reputation for making bold choices.
Hines described the thrill of challenging established norms and achieving success as “what made it so enjoyable” during his tenure at Bethesda. He believed, “We excelled at it more than anyone else, considering the accolades we earned, the vast player base we attracted, and our methodical approach. My goal was always to be part of an organization where I felt confident in how we operated, even under scrutiny.“
Hines departed Bethesda following Microsoft`s acquisition of its parent company, ZeniMax. Now retired, he continues to share his perspectives, including his views on Xbox Game Pass.