Bulkhead, the developer behind Wardogs, has decided on an unconventional approach to promote its new tactical first-person shooter that is off to an impressive start. Rather than directly sell the game using typical taglines such as “genre-redefining” or “brand new approach”, or citing itself as some sort of “spiritual successor” to a known franchise, Bulkhead has chosen to promote Wardogs in a new video titled “10 Reasons NOT to Buy”.
As spotted and transcribed by VGC, Bulkhead CEO Joe Brammer doesn’t hold back in having fun with why not to buy the game, and his sarcastic approach is obviously on target, with more than two million copies having already been sold within its first week of release since launching globally on September 10.
“We knew that ‘10 Reasons Why’ video, when we wrote it, was a hit,” Brammer explains. “But in many ways, it was obvious to us. It’s obviously not Call of Duty. Don’t buy us if you want to play Call of Duty. So, just saying it and owning it in all aspects of Bulkhead and Wardogs’ marketing has been the way to go. But I wouldn’t necessarily call it honest and transparent.”
– Joe Brammer, Bulkhead CEO
Bulkhead has designed Wardogs to be a 100% player-driven sandbox game whereby players can communicate on strategies or troll enemy players, but it does fall back on some established marketing-speak by saying it is not another “Battle Royale” or another “Extraction Shooter”. Wardogs is published by Tencent and currently only available on PCs, with a console release, per its YouTube description, in far-off 2028. This is, ahem, a bit of a surprise given how often console releases are the priority of many releases and just goes to show there are plenty of PC gamers to support a game at launch.
“4+ years of development. Highs, lows, and a lot of rebuilding along the way.
– Bulkhead
This is WARDOGS. Play like you used to. Coming to consoles in 2028″
The game features a King of the Hill design with 3 teams engaged in tactical gunplay with combined arms combat while supporting up to 100 players in large-scale skirmishes. The ‘Control Zone” is a 2x2km area within a 256 km² map, and the first team to reach 100 points wins the match. Players begin with $10,000 cash and can earn more to purchase items in-game. More can be learned about Wardogs on its official game page here.
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