"That Was Definitely Tough, Right?" — IOI CEO Responds to MindsEye’s Rocky Launch
When a highly anticipated game stumbles out of the gate, it’s rarely just the developer that takes the hit. Publishers, investors, and even fans who pinned their hopes on the project often feel the fallout. That’s exactly what happened with MindsEye, the debut title from Build a Rocket Boy (BARB), led by former Grand Theft Auto design chief Leslie Benzies.
From the outset, MindsEye was marketed as a bold, story-driven action adventure with the potential to stand shoulder to shoulder with big-name titles. But instead of a triumphant debut, its launch was marred by poor reviews, widespread refund requests, technical issues, and ultimately layoffs at BARB.
For IOI Partners — the publishing arm of Hitman and 007 studio IO Interactive — the experience was just as jarring. In a recent interview with IGN, IOI’s CEO Hakan Abrak admitted, “That was definitely tough, right? It wasn’t what they hoped for, and it wasn’t what we hoped for either.”
Why IOI Chose to Back MindsEye
Before things went south, MindsEye was a project many in the industry were curious about. IOI saw enough promise in it to step in as publisher, hoping to give BARB the support it needed to get the game in front of players.
Abrak explained that the partnership started with optimism. “The initial talks we had with those guys were to support them. We thought they had some great ideas and a great world in the background that they were building. We just wanted to help them distribute the game.”
On paper, the collaboration made sense. IOI has years of experience shipping games across platforms, and BARB had big ambitions with Benzies at the helm. Unfortunately, development didn’t unfold as expected. Somewhere along the way, the execution fell short, and by the time the game hit the market, the dream had unraveled.
A Launch That Shook Confidence
When MindsEye finally landed, players quickly discovered performance issues, glitches, and bugs that pulled them out of the story-driven experience. Refunds poured in, reviews soured, and BARB scrambled to save face.
Soon after release, BARB admitted it was “heartbroken” over the response. The studio promised a steady rollout of patches to fix AI behavior problems, stability issues, and other frustrating bugs. Some of those updates have already gone live, but regaining trust won’t be easy.
For IOI Partners, the situation was a blow. Having attached itself to such a high-profile project, it wasn’t the outcome they had hoped for. Abrak acknowledged as much: “It was a tough reception. They’re working hard on turning that around to regain the trust of gamers. They have tons of potential and content they’re working on, so hopefully they’ll succeed in the future.”
The Origins of MindsEye
It’s worth remembering that MindsEye wasn’t originally meant to stand alone. It was conceived as part of Everywhere, a massive sandbox creation platform often described as “Roblox for adults.” At some point, BARB shifted its focus toward developing MindsEye as its own standalone title.
That decision came with risks. Instead of being one piece of a larger platform, the game carried the full weight of BARB’s debut. Unfortunately, its release didn’t deliver the strong foundation the studio needed.
Leslie Benzies Speaks Out
As the backlash intensified, BARB staff reportedly waited for leadership to address the problems. According to sources cited by IGN, Benzies eventually spoke to employees in a brief video call.
During that call, he reportedly blamed MindsEye’s struggles on both internal and external saboteurs. He insisted that the company would relaunch the game and “bounce back.” Whether staff found reassurance in that message is unclear, but the uncertainty surrounding BARB’s future remains.
What This Means for IOI Partners
For IOI Interactive, the MindsEye partnership raises questions about how — or if — IOI Partners will operate going forward. While IOI will continue to self-publish its own titles, such as the upcoming James Bond adventure 007 First Light, it’s unclear whether it will continue to take on external publishing projects.
“So, IO Interactive will publish our own games internally,” Abrak confirmed. “IOI Partners? That remains to be seen.”
That answer leaves the door open, but also hints at caution. Publishing is as much about business strategy as creative vision, and MindsEye’s rocky debut may serve as a warning to tread carefully with third-party projects.
Lessons From a Disastrous Debut
The MindsEye saga highlights several truths about the gaming industry:
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Big names don’t guarantee success. Having Leslie Benzies attached to a project created buzz, but execution matters far more.
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A poor launch can overshadow potential. Even if BARB has ambitious content planned, first impressions are often lasting.
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Publishers share in the risk. IOI’s brand is tied to quality thanks to the Hitman franchise. Partnering with a troubled debut title was bound to carry reputational costs.
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Trust is hard to rebuild. BARB’s promises of patches may improve the game, but winning back players after a botched launch is a steep uphill battle.
The Road Ahead
For BARB, the priority is clear: stabilize MindsEye, deliver meaningful updates, and try to re-establish credibility with its audience. Whether that will be enough to keep the studio afloat is another question.
For IOI, the situation reinforces the wisdom of focusing on its own projects. The upcoming 007 First Light already has plenty of attention, and IOI’s reputation for crafting detailed, immersive worlds gives it a strong chance at success.
Still, the idea of IOI Partners isn’t dead. If the right project comes along, it may once again step into the publishing arena. For now, though, the experience with MindsEye seems to have made IOI more cautious about extending its brand to external studios.
Final Thoughts
MindsEye was supposed to be a statement debut for Build a Rocket Boy, but instead, it became a cautionary tale. Its troubled launch left players disappointed, the developer scrambling, and the publisher reflecting on what went wrong.
As IOI’s Abrak said, “That was definitely tough.” Tough for BARB, tough for IOI, and tough for the players who wanted to believe in the game’s promise.
Whether BARB can salvage MindsEye remains to be seen, but the story serves as a reminder: in gaming, vision matters, but execution is everything.
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