By fantasy 
- New Blood CEO Dave Oshry believes “immersive sim” is a terrible marketing term that confuses mainstream audiences.
- Developers find far more commercial success labeling these systems-driven games as RPGs or stealth titles.
- New Blood successfully sells games like Gloomwood and Fallen Aces by marketing them as stealth experiences rather than niche sims.
Why Does the “Immersive Sim” Label Hurt Game Sales?
The label confuses general audiences and sets incorrect expectations. Dave Oshry states that mainstream players often mistake the term for traditional simulation games, while existing fans of the genre already know what to buy without the specific tag.
Oshry actively funds Gloomwood and Fallen Aces but refuses to market the projects using the traditional genre name. PC Gamer reports that Oshry first heard the term from Gloomwood lead developer Dillon Rogers.
Oshry initially categorized classics like Deus Ex as FPS-RPGs. The executive argues that players immerse themselves in worlds and build characters in role-playing games, making RPG a more accurate and commercially viable descriptor.
New Blood CEO confirms it: the worst way to sell an immersive sim is to call it an immersive sim https://t.co/66TfsvGNdU
— PC Gamer (@pcgamer) October 24, 2026
The RPG Comparison and Mainstream Appeal
Major publishers frequently categorize complex, systems–driven games as Role-Playing Games to maximize commercial reach. Arkane founder Raphael Colantonio previously noted that the market instantly understands the RPG label, whereas “immersive sim” alienates potential buyers.
Bethesda experienced this disconnect firsthand. The publisher struggled to explain Prey to general audiences, leading to disappointing sales and a shift in development focus.
Oshry points to Baldur’s Gate 3 as a prime example of effective genre positioning. Larian Studios built a game where players stack boxes and use physics to solve problems, mimicking classic immersive sim design. However, Larian strictly markets the title as an RPG to ensure high sales volume.
Also, learn more about how Nightdive Studios’ Thief Remastered brings 28 years of fan mods right out the box!
Rethinking Labels: “Stealth” and “Boomer Shooters”
Developers must choose genre tags that clearly communicate gameplay mechanics to users. New Blood found massive success using the “boomer shooter” label for games like Dusk and Ultrakill. Players immediately associate the boomer shooter term with Doom or Quake.
The studio applies a similar pragmatic approach to Gloomwood and Fallen Aces. New Blood bundles these games with Blood West on Steam under the “stealth trilogy” banner. Oshry confirms that buyers respond positively to the stealth tag. The CEO concludes that an “immersive sim trilogy” bundle would completely fail to generate sales.
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