Warhammer 40,000: Space Marine 2 has become a bigger hit than even its publisher expected, showing that games designed for specific audiences can find remarkable success. Geoffroy Sardin, CEO of Pullup, which owns Focus Entertainment, the game’s publisher, shared insights on why this approach works and why broad AAA appeal might not be the best path forward.
“The road to success for us is based on a simple idea: players are looking for niche and very targeted, impactful experiences,” Sardin told The Game Business. “We do not design and produce games for everyone. We design and produce games for someone. And when the execution is good, [it might] end up resonating with many more people. It’s exactly what happened with Space Marine 2. To be very frank, we didn’t believe before we launched that we could hit seven million distinct players. It was great for us.”
Wow, seven million players! That’s a number many games would dream of. But it raises a question: why don’t more publishers just focus on a niche? Sardin’s view is clear. He points to other studios like Arrowhead Game Studios, creators of Helldivers 2, whose motto is “A game for everyone is a game for no one.” And FromSoftware, famous for tough games, sticks to making titles that cater to a select audience, yet still become mainstream hits thanks to word of mouth.
Space Marine 2’s success, Sardin says, owes a lot to the passionate Warhammer fans who spread the word. This laser-focused strategy extends across Pullup’s portfolio, including Focus Entertainment’s games like Space Marine 2 and RoadCraft, Dotemu’s retro-style titles, and niche sims like Train Simulator from Dovetail Games.
“What unites them is their focus on highly targeted audiences who seek uncompromising gameplay and complex game mechanics,” Sardin explained. He specifically mentioned RoadCraft, which gained attention during Steam Next Fest and has since grown even more popular. “There is no comparison for this game. There is no competition. We are proposing something new. And this is exactly the path we want to pave and invest in.”
Pullup reportedly has 50 games in development across its labels. While some, like Space Marine 2 and Train Simulator, have live-service elements, none are considered AAA by traditional standards. It’s clear this AA or niche approach is something they’ll keep following.
Even Matt Karch, CEO of developer Saber Interactive, admitted he was surprised by Space Marine 2’s strong sales, despite playing it for over 300 hours himself. Guess sometimes the market surprises everyone, huh?
So, what do you think? Is focusing on a specific audience the smarter way to go? Or does AAA mass appeal still have a place? I’m looking to read your thoughts!
