Blur was "like bacon with cornflakes"

By Fred Dutton Published 21 July, 2011

Bizarre dev reveals why racer flopped.

Bizarre Creations' ambitious racer Blur failed to find an audience because the basic 'cars with weapons' concept scared off gamers, so says former design manager Gareth Wilson.

Speaking at the annual Develop conference in Brighton, as reported by Edge, Wilson explained that it is part of a developer's job to "reduce people's fear of buying your product" – a job that Bizarre apparently failed to do.

According to Wilson, consumers have three different reactions to a product: comfort, stretch and panic.

He explained that a basic breakfast cereal like cornflakes falls under 'comfort'. Chocolate cornflakes, on the other hand, are a bit of a stretch and ask the customer to take a risk. Cornflakes with bacon, however, would inspire 'panic' – as was the case with Blur – forcing the customer to take their cash elsewhere.

"Fear is a bigger driver for consumers than desire," he said. "They're not going to buy something they haven't tried before, because it might be crap.

"Licensing is a good way to go, but you have to be careful because licensing costs money. You have to balance it. With Project Gotham Racing 3 we spent millions getting Ferrari but it worked. People saw that on the cover.

"But with Blur, the licensing maybe worked against us: real cars and weapons. Bacon with cornflakes."

Despite the game attracting considerable critical acclaim, Blur's poor performance at retail was one of the final nails in Bizarre's coffin, with owner Activision closing the studio last year.

Picture of Fred.

About Fred Dutton

Fred Dutton is Eurogamer's US news editor, based in Washington DC.

Read more articles from Fred by visiting the Fred Dutton archive page.

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Comments (78) Latest comment 5 months ago

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  • Gearskin #1 10 months ago

    Don't make excuses, dude. Blur was awesome. People are just dicks!

  • the_sas_man #2 10 months ago

    Yep, Agreed.

    Cars with weaponswill scare people off. Can you imagine such a game?

    Can you imagine toads, plumbers and a princess firing turtle shells at each other? How silly would that be... a major flop for sure!

    Oh wait....
    Edited by the_sas_man at 21/07/11 @ 18:22

  • IncredibleKoosh #3 10 months ago

    @SAS

    REAL cars...just like in Mario.

    Oh. Wait...

  • StolenGlory #4 10 months ago

    "Blur was "like bacon with cornflakes"

    I fail to see why Blur flopped.

  • Subdominator #5 10 months ago

    I like bacon and I like cornflakes. And it all mixes in my stomach anyway. But I still didn't like Blur. So Blur is more like sourkraut and cornflakes.

  • Ikaros_O #6 10 months ago

    No, it had the arcade feel and look but the cars were more realistic. It was good, do what all us gamers do and just blame Activison. No one will care, in fact we'll probably love you more.
    ...
    Probably, wouldn't take my word for it...

  • AdamAsunder #7 10 months ago

    Fair points. The reason I didn't take to it though was the reliance on weapons over racing as there were one to many fire and forget spamalots for me.

    It's a shame as if it had been reined in with a few less weapons that required more skill to use than to avoid would have done wonders.

    I loved the fact that it had Hackney and Brighton too.

    I would have liked to have seen sequel, maybe PSN/XBLA would've/should've been the way?

  • UncleLou #8 10 months ago

    Personally, I think real cars and weapons was a good idea. It just seemed to be the 20th game in a row with the same boring, generic arcade handling.

  • AgentBalti #9 10 months ago

    Said it before and I'll say it again - Blur was an awful name for a driving game. What does Blur mean in a driving context? Not a lot. What does it mean to a driving game with weapons? Even less.

    Hindsight, ah, it's a wonderful ting! (sic)

  • OnlyMe #10 10 months ago

    Personally, I enjoy the game after giving it a proper go after buying it a long long time ago during a Steam Sale TM. It's kind of a modern version of Rumble Racing, which was one of my favourite racers from the PS2 era. However, the tracks should've been more crazy and less "logical", like in Rumble Racing.

    The whole street-gangsta cool-dude kinda vibe is also incredibly annoying, and particularly the forced "tutorials". Every video should be possible to skip, especially in a game like this. I hate modern "in game tutorials" shit like this.

  • metalangel #11 10 months ago

    Vehicle combat games don't flop, but shitty ones do, especially when launched with virtually no marketing against a superior competitor.

    That's not because people couldn't try it, either. Did you forget you released a demo? People played that, and thought "man, this sucks."

  • hoathenfold #12 10 months ago

    They should have called it 'Call of Duty:Vehicular Warfare'.
    They would have sold millions.

  • Ultrasoundwave #13 10 months ago

    Blur was "amazing" - Ultrasoundwave, 2011.

    Dont let Activision beat you down fellas, Blur was (and still is) one of the best racers this generation.

  • Tryhard #14 10 months ago

    Blur was like TNT with cornflakes.It was alot of fun with friends and big bangs.

  • Vordred #15 10 months ago

    what put me off blue was not the real cars and weapons, it was the crappy handling. didn't feel like i was racing, as getting round corners was way to easy, most of them could be taken flatout.

    i was expecting PGR with weapons but what i got was felt more like some weird on rails type racer with weapons.

  • haubitzer #16 10 months ago

    I'd like to think that I would have gotten Blur if it looked a bit more upbeat. The Club felt off as well, far too grim for a fast paced score shooter.

  • vmanb #17 10 months ago

    There was plenty of marketing with blur, i remember that damn awful advert on tv, put me of buying it anyway.

  • Paul_cz #18 10 months ago

    Blud was just too bland really. I bought it later on steam sale and it is decent game, but it is too bland. Plus it was released at the same time as split/second (which is quite a bit less bland and more fun I would say, even with ridiculous 30fps cap) and RDR (main reason of other game's failure).

  • WinterSnowblind #19 10 months ago

    @AdamAsunder
    Yeah, I agree with those points. I enjoyed the game a lot, but eventually gave up with it. Felt like too many races were being lost because I was getting spammed by attacks right at the start. When that happened, there was just no way to catch up with those in the lead.

    I would have preferred the game was more like PGR, and used the karma system in some competitive way. Make the races more about skill and style, rather than load outs and dumb luck.

  • Garfy #20 10 months ago

    mmmmmm, bacon flakes.

  • weejok #21 10 months ago

    Might have cornflakes and bacon tomorrow then because I fuckin' loved Blur!

  • menage #22 10 months ago

    BLUR is still the most fun I had with a racer next to WipeOut HD this gen. Shame nobody tried it.

    It was also the only "kart racer" which didn't boil down to luck in the end. The backwards fire made sure of that, just needed to manage your pickups correctly.

    Online was epic even.
    Edited by menage at 21/07/11 @ 19:14

  • d0x #23 10 months ago

    I beta tested blur and I was still hesitant. I did end up buying it and it was fun but I didn't end up playing it much
    . Sucks that a game the devs didn't even want to make helped kill them. If a studio is gonna be closed the publisher should just set them free and let them go back to being independent

  • RandomHero #24 10 months ago

    Two of the main reasons this failed from a retail point of view.

    - Split/Second was released at the same time, so they cannibalised each others sales.
    - It seemed to be selling for £50 almost everywhere for weeks.

    No matter how good it was (I loved it!), these two things did a ton of damage.

  • MARKIV #25 10 months ago

    I think it failed because the 360 Beta gave a way too much of the game IMHO. Plus it was open to all, the never did that with the PGR series. I wonder how many copies of PGR4 would of been sold if that had an open beta with 4 maps?

  • Sharzam #26 10 months ago

    I think he may be on to something. Weapons don't scare people, cars do not scare people but together people might think 'that cannot possibly work' without trying it.

    Racing with weapons can/does work, just look at Wipeout its been around for 15 years and is not going anywhere. One of the reasons is because Sci-Fi racing hover things with weapons feels 'right' where as sports cars with neon lights and mines seams out of place to some people. You can extralopate this out to many mediums and genres, lets take movies; the big blockbuster with guns and bombs will do well and make money, same as a softly spoken romantic film can be a success financially but when was the last time a movie with both made the same level of money.

    Peoples expectations colour there view regardless.

    (I love Blur, but i bought it new from Tesco for £20)
    Edited by Sharzam at 21/07/11 @ 19:24

  • TheRealBadabing #27 10 months ago

    I don't think enough has been said about the problems caused by Acti's little spat with the Game group. As RandomHero mentions, even if you could find it in a shop Blur was £50.

  • SalarymanDaishi #28 10 months ago

    Pffftt... PGR3 worked not because of millions spent on Ferraris but because it was a solid racer. Same deal with PGR4. Blur? Umm... Sorry. It had weapons ^^;

  • agparrot #29 10 months ago

    Woah, Woah, Woah!

    I'm *still enjoying* blur at least once a week, and sometimes more often than that.

    Some of the cars handling is a little bit weird, but in terms of game physics it urinates over things like the shockingly bad TDU2 model from a great height.

    Some of the tracks, similarly, are a a bit too narrow, small and shit, like the Pacific Reach one released, insanely, as a demo. My least favourite track after all this time.

    The main failures of blur were:

    Activision's utter lack of proper publicity for it.
    Activision's childish spat with retail about not letting them charge less than £44.99 in any of the mainstream game shops.
    A release window alongside Split/Second.
    Allowing Activision to shoehorn the CoD XP system into the game. Fail!
    A lack of proper identification of the Multiplayer nature of the game being its strongest suit.
    I didn't even know there was that stupid advert for blur featuring Mario Kart, and when I finally saw it MONTHS AFTER THE GAME CAME OUT it left even me, a positive fan and player of blur, bemused and a little bit shocked at its total lack of direction.

    The game remains one of the greatest games of whichever year it was released. Was it this year? I'm old.

  • Spunkweazle #30 10 months ago

    they released it the same day as split second, and didnt tell people how it was different.

    A propper offline demo would have helped, and some kind of community support and dlc wouldnt have hurt.

    A superb franchise destroyed entirely by a fuckwitted marketing strategy

  • anthonypappa #31 10 months ago

    i know it's cool to big up this little title, but it just felt like a ps2 game, sorry... whether the vehicles have wheels or not is irrelevant, the game was crap. wipeout fury buries it.

  • PrivateFloyd #32 10 months ago

    i remember trying to get hold of a copy of Blur on release day, couldn't because nowhere near enough stock was delivered to stores.

    I'm trying to remember any marketing for the game at the time of release....tip....there wasn't any.

    Blur was awesome, some amazing EG nights on it.

    IF the publisher had marketed it properly, maybe even identified the lack of SP content and lowered the price to £29.99 as a new release i am confident we would be reading an article about a SEQUEL to Blur right now, not a closure of the studio.

  • Subdominator #33 10 months ago

    @menage: That might be very true, maybe the shooting didn't hurt the gameplay. But it sure didn't help. What does shooting bring to the table in a racing game that makes the racing game actually better than the same game without guns?

    There are two genres, shooters and racing games, for a reason. The shooting part annoys a lot of racers and the racing part annoys a lot of FPS fans. So why did they decide to go to that niche with Blur? There are not many racing fans to begin with, reducing the number further by adding guns is either arrogant or dumb. The only game where such a genre mix really worked is Carmageddon. And that's because they didn't mix it. You could win the races by a) finishing all checkpoints/laps first, b) "collecting" enough pedestrians or c) destroying the entire competition. It let everybody play the game the way they wanted. Blur forces weapons upon you, that is mistake.

  • Rico3k #34 10 months ago

    This was never released on the same day as split/second, it was released the same day as ufc on the 28th May 2010 and split/second.was released on 21st with red dead I bought both games on day one and still play them till this day, sorry to see bizarre and black rock go.

  • Darren #35 10 months ago

    Blur wasn't a great game and that's why it didn't sell IMO.

    Yes, I bought it and found it disappointingly shallow and unrewarding. The single player was not only utterly devoid of anything unique to call its own and help it stand out but it was also insultingly short with absolutely no replayability since it lacked even a Time Trial mode, something Mario Kart at least had (Blur so wanted to be that game with real cars it hurt). The limited amount of content on offer got dull very quickly. As for the multiplayer, on the PC at least it had virtually nobody playing it anyway making an almost pointless game even more pointless. The PC version was also a shoddy port. It was better on the 360 but not enough to redeem it.

    End result, Bizarre Creations' worst game by far and deserving of no more than 5 out of 10 and that's me being generous because I loved their previous games so much, especially the awesome PGR series. Apologies to those that loved it though.

  • Der_tolle_Emil #36 10 months ago

    I kind of agree with the 'bacon with cornflakes' analogy. Bizarre know how to make a racing game and I'm very open to the idea of having weapons in a racing game. However the attempt to mix weapons with real cars just didn't fit with me. I love Mario Kart as much as everybody else does and I found WipeOut to be great fun as well. The problem I had with Blur was that it didn't feel like the devs decided what they should focus on. Personally I think they should have pushed much more in either making this an enjoyable racer or a totally over the top weapon's based game with the racing actually taking a backseat; The game felt like both areas were unfinished/unpolished and it was all thrown together with noone really knowing what the end result should be.

  • lucky_jim #37 10 months ago

    Mmmmmm... Bacoflakes....

  • madloo08 #38 10 months ago

    i loved blur but was not everyones cup ov tea

  • Markusdragon #39 10 months ago

    For some reason I have this image of trying to find a way of drying out bacon, cutting it into square and mixing it with cornflakes. In my head it seems delicious.

  • FutureDave #40 10 months ago

    I didn't think Blur was a bad game, but it just wasn't my cup of tea. Too online oriented for my taste.

  • richyroo #41 10 months ago

    I played the demo and it just lacked 'soul' to me.

    Plus, I love big explosions so picked up Split Second instead. Unfortunately didnt help to save that studio either!

  • barchetta #42 10 months ago

    Funny, I'd love a proper 'Battlecars' type game. Something along the lines of the Interstate games of yore but grittier and with ome RPG stylings.... Probably not a mass market game though. :(

  • Der_tolle_Emil #43 10 months ago

    Probably not. Although Interstate was brilliant!

  • KD #44 10 months ago

    Great game and still playing it

  • governmentyard #45 10 months ago

    "Fear is a bigger driver for consumers than desire," he said. "They're not going to buy something they haven't tried before, because it might be crap.

    With the exception of CoDheads, who never used to play many games anyway, that's utter bollocks.

  • HornsDino #46 10 months ago

    Blur was marketed pretty poorly. For a knockabout racer, it was an extremely bad idea to try to take a dump all over the most beloved and best-selling game of all time in that genre (hell, in any genre). "Hey guys? You know Mario Kart? That everyone loves? Fuck that shit! XTRREEEEEMEE!"

  • Thunderbolt #47 10 months ago

    I agree that it just didn't work. There was just to much going on a once on screen that distracted me from the core racing. This is something that split second did better imo. Shame to see Bizarre and Black rock go tho.

  • MattEdWithCheese #48 10 months ago

    Blur was stellar, Acti just couldn't give a toss, same with Singularity

    On another note, I've got to try these baconflakes!

  • TOOTR #49 10 months ago

    Blur was a fantastic game in MP with your mates. I cannot understand personally why others didn't feel the same way in their millions.

    RIP BIZARRE!

  • dmt2 #50 10 months ago

    Blur is ace, and having just bought a Scirocco its ace to race it online and then drive a real one.

    Mine doesn't have guns though.

  • obscured021 #51 10 months ago

    I played the shit out of blur on pc and loved it

  • Number1Laing #52 10 months ago

    1. dumb idea
    2. bland graphics
    3. boring grindathon singleplayer
    4. multiplayer that didn't work right on ps3 (I never connected to servers with a wifi connection)
    5. boring locations (Brighton? Really?)
    6. obnoxious 1990's techno vibe

    I loved Bizarre's other games but Blur had plenty of problems. It was all very off-putting and hard to love. The problems with the PS3 version put me off permanently. There were like 400 people online a few weeks after release. How do you build a community in a game where nobody can play? They can't pin this on anyone but themselves.
    Edited by Number1Laing at 22/07/11 @ 01:55

  • WJF #53 10 months ago

    Blur multiplayer had nothing to do with luck, although I can see why people thought that.

    Heck, it took me a good hour or two to get to grips with the powerups, but while I sat there stewing, I noticed it was always one or two drivers in a room fighting it out for the top position. Was it luck? Was it their vehicle? No - it's because they were good at the game.

    I probably spent a good 20+ hours on the multiplayer alone - it was easily the best arcade racer online I'd played. The problem was that the marketing, timing, and especially the pricing doomed it to failure.

    "1. dumb idea
    2. bland graphics
    3. boring grindathon singleplayer
    4. multiplayer that didn't work right on ps3 (I never connected to servers with a wifi connection) "

    1. Skill-based multiplayer arcade racer - good idea, surely?

    2. Sure, but it ran quickly and it wasn't exactly ugly.

    3. True - SP was poor

    4. Pretty much consistently decent on X360. Can't exactly blame that one on the devs

    Tbf - I'm the opposite when it comes to Bizarre's back catalog. I loved MSR, thought PGR was...ok, I guess (it's just the same game), and every release after that, I just thought of a horse being lovingly flogged. Blur was a breath of fresh air.

  • Collymilad #54 10 months ago

    Gearskin said all that needs to be said.

  • JadedSoul #55 10 months ago

    Post deleted at 08:10:55 26-04-2012

  • Xensor #56 10 months ago

    I bought Blur, a friend bought Split/Second. Within a few days of each other. Release date fail tbh.

    Oh and i played both and found Blur just more fun imho :)

  • grover #57 10 months ago

    obligatory "but i really liked blur!" comment

    but i did!!!! : )

  • SavageEvil #58 10 months ago

    Blur wasn't a bad game by any means, it was kind of like Mario Kart without the cutesy weaponry and all the arcade handling you could ever need, it was fun with humans but a pain in the ass versus the forever cheating AI, seriously the AI played like dicks and always had an answer for every weapon, too perfect AI random weapon grabs for those guys. I can say though it was a lot better than Split/Second...sorry that game was just garbage that like NFS with massive pursuit breakers...how nice..yawn!

    Activision didn't do Bizarre any favors at all, horrible marketing campaign and it released in one seriously muddled time frame too many big name games were coming out and Blur got lost in the shuffle. Oh and the weird online play that if you weren't part of the early adopters then well you were stuck in the beginners pool for a good while as you will find it hard to place in the top 5. Nice game, nice idea some tweaks would have made it awesome and probably marketing would have helped...like seriously anyone ever player MotorStorm? That game is seriously just plain racing with one power up a boost and look how well that simple idea worked for Evolution studios.

    Now will someone please get Terminal Reality to get back to making 4X4 Evolution, seriously enjoyed off road racing trucks and tuning them up and well just letting my animal side run rampant. Dreamcast you are sorely missed, ahhh.

  • SylarsStubble #59 10 months ago

    Bacornflakes. I don't understand what the problem is.

  • bf #60 10 months ago

    I think the licensing was fine, the game you made with them worked against you.

  • Greigyboii #61 10 months ago

    I love Blur - still play it!!

  • abigsmurf #62 10 months ago

    Blur was like Coffee and TV.

  • kinky_mong #63 10 months ago

    Blur is fantastic. That is all.

  • StarchildHypocrethes #64 10 months ago

    Blur was "just a bit shit really", so says renowned man of taste StarchildHypocrethes.
    Edited by StarchildHypocrethes at 22/07/11 @ 09:59

  • BillMurray #65 10 months ago

    There was absolutely nothing wrong with it.

  • menage #66 10 months ago

    @Subdominator

    I don' t feel like that at all, the match was perfect and made the game tense and fun. I'm bored with normal racing games. They're all the same and there's a new one every month. BLUR is an arcade game, not a sim, like Burnout or Wipeout are. And it's basically Mario Kart with fancy cars. I wouldn't call Mario Kart a failure. Or Wipeout even, that sold and is the same game but with hoverstuff.

    Nothing beats the feeling in shield blocking a projectile from behind,, hitting somenone with a missile and swerving past them to finish first. I don't see why genres can't mix. heck, a lot of games are crossovers. Would you say Puzzle Quest is a failure because it mixes RPGing with Match 3 puzzles? Or Farcry 2 cause it mixes shooting with open world gameplay and driving? Why so rigid? I don't see the problem.

  • Subdominator #67 10 months ago

    So it was just too average? ;)

    Whatever the reason why it didn't sell well, it was not because of Split/Second. Cause that would imply that S/S actually sold well, which it didn't. It sold even worse than Blur. So two games with miserable sales don't equal one game that is a success. Truth is even without Split/Second Blur would've failed.
    Also lack of marketing? Seriously, how dumb are you? Just by repeating the nonsense over and over again it doesn't get right. The multiplayer beta for Blur had 1 million players. And that's only on one platform. So yeah, Blur was widely known. But for some reason (hint: it's the game) those 1 million beta testers didn't buy the game. There is only one reason why the game failed: They played the beta and thought it sucked. It really is that easy.

    And to the constant bitterness over Activision: Bizarre didn't fail once, they failed twice (with Blur and James Bond). And both games were one year late, so Activision already gave them a lot of time and money to make great games. You don't buy a company for 35 million pounds only to shut it down after four years for nothing if you don't have a reason. That reason is: In the end Bizarre sucked and there was no hope that they would ever achieve PGR 4 heights again. It's so obvious that they became lazy the moment they weren't responsible for themselfs anymore. When you're indie you know what money is worth. As an Activision studio they had this crazy amount of money and nothing to worry about. Well, nothing except the success of the games. They left working for Microsoft because they didn't like how Microsoft forced them to reach milestones. That alone says a lot. Bizarre was a bunch of bitchy little developers who became too arrogant over their own success. A success that they only had in their PGR fanbase (of which I am a part of), the series itself never was profitable for Microsoft.

  • menage #68 10 months ago

    Problem with BLUR was that it actually looked avergae at first I agree. Once you play it for a while though I've come to realize the game is actually really good looking with all the neon stuff and solid framerate. The demo was crap though, but after borrowing it for a while form a mate I'm a solid fan of the game, and bought it afterwards.

    First impressions can be a bitch in this industry, but most of the time the games that don't appeal to me at first get the most playtime in the end.

  • kongzi #69 10 months ago

    Speaking at the annual Develop conference in Brighton, as reported by Edge, Wilson explained that it is part of a developer's job to "reduce people's fear of buying your product" – a job that Bizarre apparently failed to do.

    no it's your job to make products that people actually want to buy. Don't know what exactly made Blur flop, guess that part of the market just isn't there anymore. Don't see how cars with guns would scare off people.. couple years back, that was all the hype. But those were the ps1 days, where doing something like that was still fresh and amazing. Just like wolf3d was once amazing.

  • CHAZBIGPOTATO #70 10 months ago

    "real cars and weapons. Bacon with cornflakes."

    LOL Brilliant analogy.

  • DwarfyP #71 10 months ago

    Actually, Blur failed for me cos it was boring as hell and Split/Second was out which was a much better game.

  • manupkp #72 10 months ago

    Loved Blur, one of my most played games last year. I guess I like my cereal with bacon.

  • monkeywithnoeyes #73 10 months ago

    i really liked blur.. not sure failed, i dont think its cause people "dont like" cars with weapons.. if that was the case mario kart wouldnt still be so huge - and a more "adult" version of that no doubt sounded good on paper. It certainly wasnt lack of advertising either. It may have been the release window, and it simply being a new franchise.

    Is the online still alive for the ps3 version?

  • alexatkin #74 10 months ago

    They are talking as if "cars with guns" is a new theme but there have been many games before in this genre and Blur is right up there with the best.

    Blur failed because it was launched at a bad time, too many more high profile games came out at the same time. Also, where was the advertising?

    Sure it also had some issues, the online leveling up was kinda flawed as it relied on a constant influx of new users to race against each other. But overall, I think it was poor advertising and bad timing that killed it, not the relatively minor flaws.

  • monkeywithnoeyes #75 10 months ago

    you cant blame advertising it was all over the place. You dont remember the mario kart characters getting destroyed by the real cars in the ad? I remember seeing it all over the sites

  • Lee_Morris #76 10 months ago

    I really like the game but it honestly felt a little 'soulless' at times. Maybe I mean minimalistic. I'm not sure how to describe it.

  • nahtanod #77 5 months ago

    honestly it feels like flatout with a touch of mario kart. i found these things to be crappy about it. short tracks, cars that push each other all over, no real advantage with any car, extremely repetitive, big time arcade racer.

    i did like how it wasn't completely ugly and that it goes fast but it just felt to short to me like tracks were over before you even got a feel for it, and that you can stay with the same car per class and you wont see much of a difference.

    for the original price if wasn't worth it but on the whole scaring people away is bullshit cause other games have pulled it off.

    Bizarre's catalog has always been lackluster to me, PGR always bored me.

  • shawnmb #78 5 months ago

    They have it all wrong. The problem was that the games launch price was too high. I knew many people who played it and loved it in beta. They did not purchase it because it launched for a price of nearly 60$. If it had launched in the 20-30$ range it would have been a success.