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It does boggle the mind considering the niche nature of this genre and the hunger that players of this genre typically display. We are all usually on the edge of our seats waiting for the next failure to duplicate even a fraction of XCOM's goodness.
This game crushes the formula. There are probably more players hyped up about the next big fail than this great game. It's amazing.
I would think word of mouth alone would "sell" this game but like the OP, I never even heard of this game for the longest time. I also probably passed right by it in my queue due to the title and "cover art" not inspiring anything for me (who ever heard of whatever "Troubleshooter" is before this game? Not I)
I generally don't care whether games are successful or not - it's not my money - but this game is so good and so good for the genre that I want it to thrive, succeed, and continue.
I'm not a marketing guy, so who knows what the issue is. Send out keys to popular youtubers? No clue. Popular youtubers are mostly as sleazy and useless as commercial TV or game rags so I watch fewer and fewer of them these days.
IMO, the description of the game on Steam is poor. The keywords are there, but the description should be emphasizing the squad based and turn based elements and not the JRPG elements. This game does have JRPG elements but they are just wrappers and trappings for the actual tactical game. The images for the game on Steam page also emphasize the dialogs and JRPG images at least as much as the combat, which makes it look more RPG than it is. This game has a better than average story but the story is just a wrapper for a megaton of combat missions - and that is somewhat lost with how the game is presented.
The spoon. I can't tell you how much I love the "villains" in this game. Best game villains ever. So good. Whups, sidetracked.
Even the ORDER of the images on Steam is poor, IMO, should be showing lots of images about the combat first, then static images of JRP elements and dialog last. The first image you see is a girl on a roof - which inspires NOTHING. I like the story and characters of this game but the reason this game is amazing to me is the combat and tactical elements and character development. Market to the correct audience!
Anyways. I'm a coder that's routinely glad our company has a professional marketing crew and excellent sales people. All I gotta do is write code.
PS - it seems as if the game is successful enough for the devs to carry on, so I guess that's all that's necessary.