A slightly unconventional approach.
To say that Dead Cells was (or is) a success is a gross understatement; the game achieved wonderfully high scores across the board from critic reviews, has been received in a very positive light from fans around the world, and has managed to shift a fair few copies in the process. The Switch has played a large part in this, too, with developer Motion Twin recently confirming that sales on the console have outsold those on PS4 by a ratio of four to one.
Steve Filby, ex-marketing manager at Motion Twin, recently spoke with GamesIndustry.biz about this huge success, noting how streamers, press, and events played a part in getting the game's name out there. One of the earlier steps involved getting demos of the game into the hands of streamers, although Filby went against the norm with Dead Cells.
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