At the end of August, Square Enix announced a pre-order system for the upcoming Deus Ex: Mankind Divided called "Augment Your Pre-Order." Instead of the usual package of bonus content that comes with the early purchase, the publisher set up a multi-tier system where more content would be included in the game if more people pre-ordered it, with the final prize allowing early adopters to get the game four days before release. Now, the company said that it's shutting down the entire program, citing "negative feedback."
The initial thought behind the approach was that it was an alternative for consumers who were angry about the different types of pre-order content available in different regions. Some would only get various character skins while other areas received new levels and missions. By establishing a Kickstarter-like campaign, everyone would get the same rewards so long as more people placed early orders for the game.
To Square Enix's disappointment, it didn't turn out well. At the start of the event, the first tier was already unlocked, but it didn't progress any further. As a result, Square Enix will make all the tiered content available to those who pre-order the game or purchase the Day One edition of the title when it comes out on February 23, 2016. Those who already placed an order for the game will also receive all of the items from the program.
If anything, the backlash showed that consumers don't like the idea of pre-orders because of a chance that the final game would not live up to the expectations, and are therefore a waste of money. Obviously, some people will still want to pre-order the game to get all the bonus items, but many believe that the extra offerings aren't worth the early investment.