While the series weathered this crisis—thanks largely to Treyarch’s pop-savvy, hallucinogen-crazed Black Ops subfranchise—Activision and other publishers also had to manage a problem of budget versus expectation. Scripted corridor campaigns in the Half-Life vein were proving increasingly expensive, thanks largely to the cost of HD art assets, and telemetry showed that players spent the bulk of their time in multiplayer. However, attempts to remove singleplayer from the package led to an outcry. Among the teams that struggled with this problem was Respawn. The EA-published debut Titanfall pioneered the concept of campaign multiplayer, with narrative elements, such as picture-in-picture cinematics, dropped into rounds of team deathmatches. The game was enthusiastically received—a mixture of towering mech combat and nimble parkour duelling, it restored something of Quake and Unreal Tournament’s agility to a genre that had become bogged down in cover combat. Its audience tailed off swiftly, however—many first-person shooter enthusiasts found the mechs-and-pilots premise to be more of a novelty than a game-changing fixture, though the larger problem was perhaps that, on consoles, Titanfall was exclusive to the Xbox brand.