High On Life 2 was announced on Microsoft’s Xbox Games Showcase 2025, and finally released on February 13. Unlike the first installment, this sequel is not a temporary Xbox console exclusive.
In an interview with TechRadar Gaming, Mike Fridley, CEO of Squanch Games, discussed the simultaneous launch across all platforms. Even more surprising, despite a marketing campaign focused primarily on Xbox (with the addition of the title to Game Pass), the studio considers the PS5 to be the main platform for High On Life 2.
“Surprisingly, even after a delay on Sony [PS4 and PS5]—due to an exclusivity clause with the first game that Microsoft held—PlayStation is still our primary platform. It was obvious that our primary platform is Sony, with Steam following closely behind in terms of units sold.
If you’re a PlayStation gamer, you’re going to buy it on PlayStation. You’re not going to play it through Game Pass, and with the recent increase in Game Pass subscription prices, I’m sure they’ve probably seen a slight drop in subscribers, so those people have to play it somewhere.”
Fridley did acknowledge the benefits of Xbox Game Pass in terms of visibility, especially for a franchise that is not yet fully established.
“If your game is good and you want a lot of people to play it, offering it on Game Pass is a great thing. We’re still in the development phase of the franchise. The best way to establish it is to distribute it for free and let as many people as possible try it out.”
It’s interesting to see how the marketing strategies can differ from the actual platform focus. High On Life 2 seems like it will attract a lot of attention on the PS5 despite the Xbox campaign. Looking forward to seeing how the game performs across both platforms!
Absolutely, it really highlights how companies often tailor their marketing to appeal to broader audiences while still prioritizing specific platforms. It’s also fascinating to consider how this strategy might influence player perceptions and sales in the long run.