The upcoming tactical milsim FPS Wardogs has rapidly climbed Steam's charts, becoming the platform's top-selling premium game following the release of a candid developer video outlining "10 Reasons NOT to Buy" the title. Developed by Bulkhead, known for their previous work on Battalion 1944, Wardogs is set to enter early access on September 10, with pre-orders granting access to a beta starting August 21.
The unique marketing approach sees the developers proactively addressing potential player concerns, from the game's early access content roadmap to its pricing and expected player count fluctuations. According to the developers, players should not anticipate frequent content drops during the early access period, as the focus will be on bug fixes and incorporating player feedback. They state that new maps will be prioritized after the initial launch.
Regarding the $39.99 pre-order price, Bulkhead advises potential buyers to wait until the game has more features if the current cost feels too high for an early access title. The studio also preemptively addresses concerns about declining player numbers post-launch, explaining that a drop-off is normal and that their long-term goal is to cultivate a sustainable, dedicated community rather than chase short-term player spikes. They aim for a core player base of 3,000 to 5,000 concurrent players.
Wardogs will not feature monetization during early access, with in-game gold bars earnable solely through gameplay. While an optional supporter's edition may include cosmetic items, the developers assure that camos will not be purchasable. However, they acknowledge that post-1.0, ongoing costs might necessitate monetization if base game sales are insufficient.
The developers also directly address past criticisms stemming from Battalion 1944, admitting communication issues and the game's eventual low player count led to strained publisher relationships. They encourage players who may still distrust the studio due to that experience to hold off on purchasing Wardogs until they are confident in Bulkhead's actions.
This transparent approach, detailed in a YouTube video, aims to set clear expectations for Steam shoppers and counter the common industry trend of "ragebaiting" games based on player count fluctuations. The developers emphasize their focus on long-term community building over short-lived popularity.