The gaming community is eagerly awaiting the release of Hellblade 2, but Microsoft's marketing strategy for the game is raising questions. There is a little more than a week left before the release, and it does not occupy the coveted first places on the Steam bestseller list.
Traditionally, large AAA releases top the Steam charts long before release. But at the time of publication of the note, the game ranks at an alarming 63rd position, which calls Microsoft's marketing efforts into question. Gamers and analysts expected Hellblade 2 to rank much higher.
Microsoft's low-key marketing approach has been criticized in the past. Recent controversies surrounding the brand have further fueled concerns. While assurances from Microsoft spokesman Aaron Greenberg about ongoing marketing initiatives offer some hope, the effectiveness of the efforts remains unclear.
Banners and videos are the main methods of raising awareness, but they are not enough to push Hellblade 2 up the Steam charts. Additionally, a digital-only release strategy is a potential barrier to reaching a wider audience.
It is important to note that Hellblade 2 is a Microsoft exclusive and will be available on Game Pass on release day . Including a subscription service could have a significant impact on the game's commercial performance, as many players may choose to access the game through Game Pass rather than purchasing it separately.
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Illustration source: SteamDB
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Cover artist: Ninja Theory/Xbox. Cover source: RPS