‘Dad Gamer’ FPS Soars in Sales After Developers Advise Against Purchasing

Gamers are known for their rebellious spirit. When a game suggests going right, you can bet many will instinctively try heading left instead. This is a crowd that would rather tackle a steep 90-degree incline for ten minutes than take the easier route around it. So, when the developers at Bulkhead advised Steam users against buying their tactical first-person shooter, it’s no surprise that curiosity piqued.

Wardogs is being pitched as a “dad shooter,” aiming to deliver a more intense experience akin to Battlefield and Call of Duty. It boasts impressive features like 100-player matches, destructible environments, a robust skill system, base building, and a diverse arsenal of weapons. There are also some unique mechanics, such as the ability for players to act as in-game weapons merchants. Early previews of this team-based shooter have generally been favorable.

Ahead of its early access launch in September 2026, the developers released a 15-minute video titled “10 Reasons NOT to Buy” the game. The video kicks off with a reassurance that if the upcoming beta of Wardogs disappoints, players can cancel their pre-orders.

“We want to do something that most AAA marketing teams would advise against,” a Bulkhead developer states in the video, “and give you 10 genuine reasons why you might want to hold off on buying Wardogs.”

Surprisingly, this isn’t a sarcastic take filled with over-the-top promises. Instead, it offers a refreshingly candid look at potential concerns players should consider before spending $39.99 on the FPS.

For instance, Bulkhead expresses concern about a possible content shortage. Rather than using early access to continually add new features, the team intends to focus on refining what’s already there. “Players should not expect regular content drops,” the narrator warns.

The developers also acknowledge that $39.99 might be a hefty price for an early access title. They aim to find a sustainable monetization strategy for the long haul, hinting that microtransactions could be part of the game. Ideally, these purchases won’t detract from the core experience, but Bulkhead wants to avoid any feeling of being misled.

The video is packed with genuine warnings, many of which are common in live-service games but often go unmentioned by publishers or developers. For example, the team notes that, despite the current excitement, player counts are likely to fluctuate over time. Bulkhead also won’t be providing a development roadmap. Perhaps the most surprising point against pre-ordering is the admission that their last game didn’t succeed. The team learned valuable lessons from that experience, and they understand if players are hesitant to buy from a studio with a shaky history.

Rather than scaring off potential buyers, the video has fostered a sense of loyalty. One highly upvoted comment on YouTube mentioned that a viewer bought the game just moments after watching the video.

“This approach to marketing and developer communication is a breath of fresh air compared to the nonsense we’ve grown used to over the years,” another viewer remarked.

“This is unprecedented,” someone else added.

Of course, this strategy would only work if the game is genuinely solid. The developers also temper expectations regarding the game’s strengths: while there may not be a slew of updates planned, Wardogs is still launching with more content than many other high-budget shooters.

It’s no wonder that Wardogs quickly climbed into the top 10 best-selling games on Steam within just 24 hours of the video’s release.

Even after a wave of refunds, a surprising number of players chose to keep the pricey game.