Part of it is, we don’t have a PR person constantly working to get us press mentions / articles. We pretty frequently will just release stuff, without bothering to contact press sites and announce what’s coming. People have called us “lazy devs” before and in the case of PR, it may actually be true.
I also stopped doing paid advertising on press sites because the results, in terms of traffic generated per dollar spent was incredibly poor vs. running ads in Facebook… or even just doing nothing. Getting featured on Steam generates over 9000x more sales than paying for advertisement on a gaming site. When I stopped buying advertisements, some sites that I won’t mention (cough, cough, RPS) stopped covering Grim Dawn or their coverage became pretty minimal.
The reality though, is there are so many gaming sites now, plus streamers, bloggers, etc, that no one source of media is very important and I’m not sure it’s worth my effort to chase coverage or pay for advertising. In the age of digital media, where games remain on “shelves” forever, to some degree, advertising is just expediting some of the sales you’d get over time anyway.
Look how many indie games the press couldn’t stop gushing over that released to modest or poor sales. Meanwhile, with relatively sparse coverage, we’re doing better than I would have ever hoped was possible when we started out.
On the other hand, we did get some decent press very early on, before and around the time of the Kickstarter, that helped us get the ball rolling. Grim Dawn has been around for a long time…
I guess also my personal ideal is that I’d rather put effort into making stuff to generate profit than spending time tinkering with marketing and other BS to “maximize returns”. Might be “bad business” to finance bros but we’re doing well enough so far that I just don’t have the fucks to chase more profits that way. Would rather invest my time in the next project. shug…