“Everyone wants unique. But when they get it, they don’t like it, because it’s different,” the executive producer opined in a huge interview with Gamasutra.
“I’m a consumer, so I know what I want. I want the same, but different. It’s the classic ‘same, same but different’ mentality. It needs to be similar to what I had, but it needs to be unique at the same time. And the question is only, ‘what is the same?’ and ‘what is unique?’ How daring do you need to go?”
Bach said there’s little point doing market research, because players invariably respond with “I want it like it was, but better.”