Gamers have responded to a warning from the developers of the tactical first-person shooter Wardogs not to buy the game by making it a top seller on Steam. The unusual marketing approach, detailed in a video titled "10 Reasons NOT to Buy," appears to have resonated with players seeking transparency from game studios.
Wardogs is described as a hardcore take on titles like Battlefield and Call of Duty, featuring 100-player matches, destructible environments, a deep skill system, base building, and a weapons merchant mechanic. Previews of the team-based shooter have been generally positive. The game is slated for an early access launch in September 2026 with a price tag of $39.99.
The "10 Reasons NOT to Buy" video, released by developer Bulkhead, eschews typical AAA marketing tactics for a candid assessment of potential drawbacks. The developers expressed concerns about the game's content pipeline, stating that players should not expect frequent content drops as the team intends to focus on polishing existing features. They also acknowledged that $39.99 is a significant price for an early access title and cautioned that microtransactions might be introduced to ensure long-term monetization, though they aim to avoid compromising the core experience.
Furthering their transparency, Bulkhead admitted that player counts will likely fluctuate, and they will not provide a development roadmap. In a notable display of candor, the studio also disclosed that their previous game was unsuccessful, lessons learned from which inform the current project, though they understand if this track record makes players wary.
Despite these warnings, the video has reportedly fostered loyalty and trust. Player reactions shared in online comments suggest appreciation for the honest communication, with some users stating they purchased the game immediately after watching the video. One comment described the approach as "an absolute tonic to some of the bullshit we've been acclimatized to over years now."
The developers acknowledge that such a strategy relies on the game being fundamentally strong. They also downplay some of Wardogs' strengths, noting that it launches with more content than comparable big-budget shooters, even without a constant stream of updates. Within 24 hours of the video's publication, Wardogs climbed into Steam's top 10 best-selling games, indicating that this unconventional marketing has successfully driven interest and sales.