Jeff Kaplan, former director of Overwatch, reflects on his years serving as the game's public face. He believes that having developers communicate directly with players helps increase engagement and transparency, but individuals taking on this spokesperson role also pay a price.
In an interview, Kaplan said that he doesn't enjoy being in the spotlight and isn't an extrovert, rarely using social media in his daily life. During his time at Blizzard, he consistently participated in public events and introduced updates to players, mainly out of a sense of responsibility to the game and the team.
In Kaplan's view, having developers step into the spotlight lets players know that the development team consists of people who play games, listen to feedback, and have their own opinions about their work. However, this approach isn't suitable for everyone. He notes that while some people remain energetic after consecutive interviews, he may need considerable time alone after just one.
Speaking out publicly can also come with more direct pressure. When Overwatch's content rollout slowed or hero adjustments sparked controversy, developers were subjected to insults and threats from players. Kaplan believes that not every studio needs to designate a public spokesperson; he cites Valve and Rockstar as examples, pointing out that games can be promoted in other ways.
Kaplan left Blizzard in 2021 and subsequently sought to distance himself from public attention. He says this withdrawal has been relieving. Currently, he is working with the Kintsugiyama team on California Legend, a multiplayer survival action game set in the Wild West, which has no announced release date yet.