I have kind of a funny story about PUBG.
Some CoD-type casuals were talking about games at work. One of them said he heard something about a multiplayer game that was huge on PC coming to consoles. He was clearly talking about PUBG but he didn't know the name. The other guy said, "Yeah, I heard about that, it's called Fortnite, it's supposed to be awesome. Hey, let's give it a try."
The developers of PUBG have no one to blame but themselves for others stealing away sales. PS4, the market leader, doesn't allow hyper-extended beta releases to be sold as finished products? They use some of those millions you've made to hire more programmers so you can stop riding the perpetual "Early Access" train. There really is no excuse for that.