Why Marketing Immersive Sims Is a Nightmare for Developers

If you have spent any time in the corner of the internet obsessed with Deus Ex or Thief, you have likely used the term immersive sim to describe your favorite titles. While the community loves the label, developers are increasingly finding it to be a massive hurdle when trying to reach a wider audience. According to New Blood Interactive CEO Dave Oshry, the term is not just ineffective—it is actively harming the marketing potential of games like Gloomwood and Fallen Aces.

The Problem with the Immersive Sim Label

For many gamers, an immersive sim represents the pinnacle of player agency, narrative depth, and systems-driven gameplay. However, Dave Oshry believes the terminology is a commercial disaster. In a recent discussion, he noted that the term carries almost no weight for the average consumer, making it an incredibly difficult sell in a crowded digital marketplace.

Oshry’s realization came during the development of Gloomwood, when he learned the specific genre name for the very types of games he grew up playing. His reaction mirrors that of many casual players: the term is confusing and lacks a clear, punchy identity that tells a player exactly what the game experience will be like.

Why Clearer Genres Sell Better

Historically, the games we now categorize as immersive sims were marketed under much broader, more descriptive umbrellas. Oshry points out that classics like Thief and Deus Ex were successful because they spoke the language of the mainstream market of their time:

• Stealth Games: Used to define titles like Thief based on primary mechanics.
• FPS-RPG Hybrids: Used for Deus Ex to highlight its shooter roots and character-building systems.
• RPG: A catch-all term for games featuring skill trees and narrative choices.

By pigeonholing modern titles into the immersive sim box, developers are arguably isolating their products from players who might love the mechanics but are alienated by niche terminology that feels academic rather than descriptive.

Is the Term Immersive Sim Dying?

The funny thing about an immersive sim is that you are immersed in the world and building a character—which, at its core, is just an RPG, says Dave Oshry.

The practical impact of this rebranding strategy is clear: developers are looking for ways to describe their games that resonate with actual player behavior. Whether it is highlighting the stealth elements or the role-playing progression, the industry is trending toward descriptive marketing rather than labels that only serve a small, self-selecting circle of fans. For studios like New Blood, the goal is simple: ensure that the brilliance of their games isn’t lost behind a label that nobody outside of a forum understands.

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