Today sees the release of the shooter Highguard from the former creators of Apex. However, the marketing strategy is causing some concern.
Update from January 27, 2026, 8:45 a.m.: Ugh, things aren’t looking good – for Geoff Keighley, that is!
Yesterday, the Game Awards guru was still firmly convinced that all players who doubt the quality of Highguard would apologize to him. But Geoff shouldn’t count on receiving many letters of apology. Because less than 24 hours after its release, it’s clear that Highguard is not going down well at all.
Negative user reviews are piling up on Steam. In a separate article, we clarify where the community thinks Highguard’s problems lie.
And what do the numbers say? On SteamDB, it’s already becoming apparent after the disappointing release that Highguard will have a hard time. Not much remains of the nearly 100,000 players who were there at launch, and since then, the bar has been steadily declining:
Original report from January 26, 2026: Today marks the release of the PvP raid shooter Highguard for PC, PlayStation 5, and Xbox Series X|S.
The debut title from Wildlight Entertainment, a studio consisting of renowned veterans behind Apex Legends and Titanfall, sparked heated discussions in the run-up to its release. The reason for this was weeks of silence on the part of the developers, which was only broken immediately before the launch. No wonder even industry giants are not sparing with sarcastic comments about the unconventional marketing strategy.
Silence as a strategy?
After the initial announcement at the Game Awards 2025, Highguard completely disappeared from view:
Silence as a strategy?
After the initial announcement at the 2025 Game Awards, Highguard went completely silent: For over 40 days, there were no signs of life, no new trailers, and no interaction with the waiting community. This radio silence led to wild speculation:
Fears ranged from an impending postponement to the premature end of the project.
But shortly before today’s release, the developers returned to X. The announcement: a detailed “Gameplay Deep Dive.” The catch, however, is that the video will only go online at exactly the same time as the game is released.
This unusual strategy – only advertising once the product is already in stores – is causing amusement and confusion in the community and the industry. Leading the way is the eccentric indie publisher Devolver Digital, which commented dryly on the announcement:
“Need a publisher? There’s still time.”
Tune in on Monday, January 26, at 10 a.m. PT for the Highguard Launch Showcase⚔️
Here, we’ll share an in-depth look at Highguard direct from the studio, featuring a full gameplay deep dive, year one plans, and much more.
👉https://t.co/zm4I62mMpI pic.twitter.com/VlQ4qbCNA3
— Highguard | LIVE NOW! (@PlayHighguard) January 23, 2026
Link to Twitter content
But it’s not just industry colleagues who are surprised: the announcement post attracted numerous comments ranging from anticipation to complete incomprehension.
- LUCKYY10P: “We thought you were dead.”
- HunterTheGoblin: “So, let me get this straight… you’re doing absolutely NOTHING before launch day… ugh.”
- Drogo: “Looks really fun in my opinion. But apparently, it’s fashionable to just bash a game because that’s what the internet wants.“
- YUNG JEFF: ”Interesting marketing plan, but I’m hoping for the best. Would be great to have a new FPS in the mix.”
- SnipeDaCyber: “I can’t wait to install and play Highguard. […] Me after playing Highguard: 💀”
- ƧΛЯΛ: “I’ll be there to watch the dumpster fire when it releases.”
Geoff says: You will be amazed!
However, one person seems to know more: Geoff Keighley, host of The Game Awards, was already beating the drum over the weekend, albeit in a way that could come across as unintentionally funny.
Around 48 hours before the release, he posted a GIF from “Jurassic Park” featuring the character John Hammond with the text: “In 48 hours I’ll be accepting your apologies.” .
— Geoff Keighley (@geoffkeighley) January 24, 2026
His message is clear: don’t doubt the game, you’ll see how good it is. However, film buffs may feel a shiver down their spine when they see the choice of GIF. In the film, John Hammond was firmly convinced that his Jurassic Park was safe – shortly before disaster struck.
Leaked trophies provide insight into gameplay
With official information in short supply, the community pounced on leaks. A list that appeared on the Exophase platform trophy list for the PlayStation 5 now provides concrete details about what you can expect in Highguard.
- Classes: There are five roles: Assault, Defensive, Recon, Support, and Destruction.
- The goal: You fight for the “Shieldbreaker” in order to crack enemy bases. Inside, you must sabotage generators and destroy the “Anchor Stone.”
- Mechanics: The trophies confirm mounts, destructible environments (such as iron walls that can be destroyed with the “BigRig LMG”), and a loot system with different rarity levels.
Despite minimal PR in the run-up to release, the title is playable as of today. Whether Keighley’s Jurassic Park prophecy comes true and all the doubters have to apologize, or whether Devolver is proven right, you can find out for yourself starting today. Highguard is available from 7 p.m. German time for PC (via Steam), PS5, and Xbox Series X|S.
