Unveiling the Success Story Behind Mortal Shell's 1 Million Sales

The action-packed game Mortal Shell, developed by Cold Symmetry, has achieved a significant milestone by selling over 1 million units worldwide, with additional players accessing the game through subscription services like Xbox Game Pass and PlayStation Plus. Initially released on PC, PS4, and Xbox One in August 2020, the game later expanded to PS5 and Xbox Series X and S in March 2021, followed by a Nintendo Switch version in December 2022. Within the first nine months, Mortal Shell garnered 500,000 sales, indicating a strong start. According to Rob Crossley, VP of Publishing at Playstack, the game's pre-release period showed immense interest, with fans sharing character tattoos and theorizing about the storyline on Discord, which attracted 70,000 users within a few days. The newsletter open-rate was also exceptionally high, at around 60%. Crossley emphasizes that community-oriented metrics are more reliable indicators of a game's potential than wishlist numbers or Steam followers. Playstack tracks various analytical data, including wishlist velocity and follower health for every Steam game, but has learned to look beyond these numbers. "We've found that an impassioned community is a stronger predictor of a successful game launch," Crossley explains. "Newsletters are also an underrated marketing tool, as everyone has an email address and will eventually see your message. We used a powerful lead magnet for the Mortal Shell newsletter, offering guaranteed access to the game's beta, which drew in superfans who are more likely to engage with our content." The focus on community played a crucial role in Mortal Shell's success, with the game's audience being highly marketing-literate and savvy. Fans know how to find games through various channels and platforms and are excellent at sharing their experiences. To maintain fan engagement, Playstack ensured that every announcement was linked to the next, providing a clear path for fans to follow. This approach allowed the game to build momentum and maintain a strong fan base. Although Mortal Shell has been a hit, the marketing campaign was not without its mistakes. Crossley reflects on a moment before the game's release when the publisher attempted to create too much content, resulting in a poorly received trailer. This experience taught him the importance of prioritizing quality over quantity in marketing efforts. In celebration of the game's sales milestone, Playstack is reducing the game's price across all platforms by 90%. The game continues to grow in popularity, driven by word-of-mouth and ongoing promotional activities, including its presence in console subscription services.