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"It was crushing how hard it was" – The chaotic development of Dispatch, and what AdHoc Studio plans next

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"It was crushing how hard it was" – The chaotic development of Dispatch, and what AdHoc Studio plans next

CEO Michael Choung on getting a boost from Steam, the importance of caring about characters, and negotiating the funding wilderness

Today marks the one-year anniversary of the release of the first episode of Dispatch from AdHoc Studio, which went on to become one of the biggest surprise successes of 2025. Last November, the studio said Dispatch was on track to beat its three-year sales target after just three months.

The game has now been played by more than 5 million people, and a range of things has been organised to celebrate its anniversary. A new commentary and storyboard mode are being added to the deluxe edition of the game, a soundtrack vinyl set and book are being put together by Lost in Cult, a concert is planned in Los Angeles for December 3, and the game will launch on mobile on December 9.

But the celebrations were hard won. Michael Choung, CEO and co-founder of AdHoc, recalls that the game's release was a period of pandemonium, as the studio worked on each of the game's eight episodes right up to the last minute. "We thought we'd be done and we'd be cruising across the weekly releases, but it was not that at all," he tells GamesIndustry.biz.

Part of the problem was that the studio was still learning the ropes of self-publishing, dealing with things like console certification. "There were just a lot of things we were learning on the fly, and it was crushing how hard it was.


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