Why AI-Powered TikTok Ads Can’t Save The First Descendant

AI hype won’t fix a content drought

When The First Descendant launched in mid-July 2024, it looked like the next big free-to-play looter shooter. On July 20, it spiked to about 264,860 concurrent Steam players, according to Steamcharts, thanks to Unreal Engine visuals, flashy hero abilities, and a pitch aimed at Warframe and Destiny fans. Fast forward seven months: Steam concurrency has plunged roughly 96%, to an average daily high of just over 11,000 as of January 2025. Instead of a sweeping overhaul of core systems, Nexon’s answer has been a series of TikTok ads starring AI-generated “creators” hyping a new boss fight. That move says more about the live service space in 2025 than any glossy trailer ever could—and not in a good way.

• From 264,860 peak players in July 2024 to about 11,000 by January 2025—a 96% drop.
• PS4 and Xbox One support quietly dropped in February 2025, shrinking the audience further.
• TikTok promos feature AI-cloned faces and voices, sparking deepfake and consent concerns.
• Players cite repetitive missions, bland endgame, and a grind-first loot economy as major turn-offs.

Steam curves and retention woes

Steamcharts lays bare the steep decline: after launch week, concurrency settled to around 120,000 in August, then 45,000 in September, 20,000 in October, and under 15,000 in November. By January, daily peaks flitted between 8,000 and 12,000. Google Trends shows a similar slump: searches for “The First Descendant update” or “TFD replay” have cratered since October. New player acquisition stalled, and veteran returnees disappeared as system-driven updates failed to land.

In forums and the official Steam discussion board, the mood is grim. One user wrote in December 2024, “I loved the launch; I poured 200 hours in. But now I log in, run three recycled missions, and quit. Feels like I’m paid to grind spreadsheets instead of playing.” Another commented on TikTok: “This deepfake hype is the nail in the coffin. If they can’t hire real streamers, why should I stay?” Community sentiment analysis on Reddit’s r/TheFirstDescendant shows 70% of recent posts labeled negative or neutral, up from 40% back in September.

What’s actually happening with these TikTok ads?

In late January 2025, Nexon debuted a series of 30-second TikTok spots where an ultra-polished “creator” takes on the Colossus boss, Wall Crusher. The voice, facial mannerisms, and even the pausing cadence are uncanny—and that’s because they’re AI-generated. Keen-eyed viewers quickly noted lip-sync artifacts and an uncanny valley effect, while comments thread screenshots comparing the model to an indie streamer whose likeness was never credited or compensated.

At press time, Nexon has offered no statement confirming permission agreements with any real creators, nor any label disclosing the AI nature of these spots. Platform rules on TikTok and YouTube typically require sponsorships and synthetic content to be clearly disclosed. Without that, these promos risk violating right-of-publicity norms and user trust. In one TikTok reply, @GameCriticJane wrote, “I can’t believe they think deepfake ads will bring back a playerbase that left because the core game sucks.” Another user, @LootHunterNY, summed it up: “Desperation marketing 101.”

Why players bounced: pretty guns, empty loop

Looter shooters live or die on endgame cadence and meaningful rewards. The First Descendant aced its first-hour demo: snappy movement, loud abilities, and glossy hero models built to show off skins. But seven months in, player complaints center on three core issues:

1. Recycled Missions: Over 60% of weekly event content reused the same three corridor layouts with swapped objectives. No dynamic objectives, no emergent scenarios.
2. Bullet-Sponge Bosses: New boss fights like Wall Crusher or Frost Sentinel sometimes lasted 30+ minutes of uninterruptible phases, with minimal mechanic variation.
3. Grind-First Loot Loop: Drop rates favor crafting materials over gear. Players run 20+ runs for a chance at a dropped legendary schematic, then grind currency to craft it. Cosmetics are shiny, but they can’t hide the spreadsheet.

Compare this to Warframe’s constant weapon trickle, open-world updates, and event questlines—or Destiny 2’s seasonal story beats, rotating dungeons, and endgame mutation labs. Both franchises have retention problems, but they still give players a dozen reasons to log back in each week. The First Descendant offers few. By November 2024, the top 5% of players were barely scratching new content, while casual and mid-core users jumped ship.

Patch history and misfires

Nexon’s patch log reveals a scattershot approach. Patch 1.1 (Aug 15, 2024) added a photo mode and three paid skin packs. Patch 1.2 (Sept 20) introduced a “fleet management” UI—essentially a companion menu to swap weapons without actually addressing loot flows. Patch 1.3 (Nov 11) delivered a new world map for a solo horde mode, but player metrics show it peaked at 4,000 players and faded within two weeks. Patch 1.4 (Dec 18) rolled out the Colossus boss, Wall Crusher—and coincided with the first AI-cloned TikTok promo. No major mission revamps or economy overhauls have shipped since.

This patch cadence tells a story: cosmetic and novelty features over systems, shiny distractions over substantive fixes. Meanwhile, the roadmap thread on Steam remains frustratingly vague—“mid-season balance pass,” “enhanced endgame,” “cross-play improvements” without dates or specifics.

The bigger picture: live service reality check

We’ve seen this movie before. Anthem promised a live world of emergent missions but flopped with a shallow loot table in Feb 2019. Godfall and Babylon’s Fall launched with hype, sank under repetitive loops, then fizzled out when audiences moved on. Even Square Enix’s Outriders rode first-week sales before grinding to a halt. The winners in this space either pivot hard (No Man’s Sky’s year-plus reinvention) or launch with a deep bench—Warframe’s decade of updates, Destiny 2’s vault of seasonal content.

In 2025, players are savvy about battle passes, cosmetics, and micro-transactions. They’ll tolerate a grind-heavy core if there’s a payoff: new lore, dynamic missions, or social hooks. They won’t tolerate blatant AI deepfakes as a substitute for real engagement. If your roadmap is a series of sponsored posts dodging core issues, you’ll lose the trust you spent millions building.

What would actually turn this around?

The First Descendant still has strong bones—slick movement, punchy hero skills, striking art direction. But rescuing a faltering live service demands systems work, not skin deep tweaks. Here’s a concrete, date-driven suggestion list:

• 30-Day Sprint (March 2025): Publicly audit loot tables and drop rates. Release patch notes showing drop-rate increases, targeted farming zones, and a temporary double-legendary-drop weekend. Full disclosure on crafting costs to rebuild trust.
• 90-Day Roadmap (June 2025): Launch two new mission variants with dynamic objectives—escort sequences, environmental hazards, and random event triggers. Introduce an algorithmic daily challenge rotation for varied loot pools. Host a month-long “Community Bounty Week” with developer-hosted streams and real-time feedback.
• 180-Day Overhaul (September 2025): Debut an actual endgame mode: team-based raids or a rogue-lite boss gauntlet with rising difficulty tiers. Integrate narrative beats—short mission stories that tie into faction lore and reset every season.
• Ongoing Creator Partnerships: Replace AI-cloned spots with genuine creators under transparent sponsorship agreements. Launch a creator incubator program to commission clips, developer Q&As, and hands-on footage. Feature real voices offering build tips, mission walk-throughs, and patch breakdowns.

Realigning player-first priorities

A live service game survives on trust and forward momentum. If you erase one or both, your player base can evaporate in weeks. By showing real drop-rates, admitting missteps, and inviting players into a collaborative roadmap, Nexon could rekindle engagement. Cosmetic packs and TikTok views don’t pay rent; committed players do.

This isn’t wishful thinking. Warframe’s developers share raw data on drop-rates in devstreams. Destiny 2 publishes quarterly roadmap blog posts with specific dates. Even smaller live services now host bi-weekly community calls. Players want transparency, not illusions. They’ll meet you halfway if they can see the path.

Conclusion: Fun over facsimile

The First Descendant had a real shot at joining the pantheon of free-to-play success stories. Instead, a shallow content pool and a grinding loot economy drove out early adopters. Now, a reliance on AI deepfakes to drum up hype only underscores the absence of substance. Real change demands real roadmaps, real numbers, and real voices. Nail the loop, open the books, and bring players into the journey—and you might just see those servers fill again.

TL;DR

The First Descendant’s Steam player count plunged 96% in seven months. Nexon’s answer? TikTok ads with AI-generated “creators.” Marketing stunts won’t fix repetitive missions, a thin endgame, or a grind-first loot system. What’s needed is transparent drop-rate tweaks, dynamic mission variants, genuine creator partnerships, and a clear 30/90/180-day roadmap. Trust, not trickery, will bring players back.