Why 'Immersive Sim' Is the Worst Label for a Video Game

A Marketing Nightmare

Within the video game industry, certain genres cater to small but deeply dedicated fanbases. One such category is the "immersive sim"—a term linked to cult classics like Deus Ex, Thief, and Dishonored. However, it appears this very name has become a significant barrier to reaching a wider audience.

Dave Oshry, CEO of New Blood Interactive, has openly declared that "immersive sim" is a terrible marketing term. He argues that the label is not only confusing to the average consumer but actively hinders sales. According to Oshry, when you tell a potential buyer that a game is an "immersive sim," most people are left puzzled because the term fails to convey the actual experience the game offers.

The core issue is that fans of the genre are already searching for these projects, while those unfamiliar with the niche may associate the word "simulator" with something overly technical or boring. Consequently, developers waste time explaining what their product is, rather than focusing on the game's engaging mechanics.

Why 'RPG' Is a Better Alternative

Oshry believes many games labelled as immersive sims are, in reality, standard role-playing games (RPGs). "When you develop a character, combine items in the world, and solve problems in different ways, that is just an RPG," he notes. To him, it is clear that "RPG" is a much more marketable and accessible term than an elitist genre definition established decades ago.

Interestingly, even successful studios like Larian Studios never label their hits, such as Baldur's Gate 3, as immersive sims, despite the game sharing many principles with the category. They use broader, more appealing terms that contribute to their success. By comparison, the marketing for games like Arkane’s Prey often faltered while attempting to define its genre, which ultimately contributed to the studio's financial difficulties.

How Games Are Actually Sold

New Blood Interactive, known for projects like Gloomwood and Fallen Aces, has experimented with various marketing methods. When promoting Gloomwood, they used the phrase "Thief with guns," which was far easier for the audience to grasp. However, this approach has its downsides, as it creates specific expectations that are not always easy to meet.

Ultimately, the studio decided to label its group of games as a "Stealth Trilogy," as the term points directly to the primary gameplay element. As Oshry points out, marketing often requires simplicity and language that is already familiar to the consumer. "Immersive sim" remains a term understood only by those inside the industry, serving as a hurdle in communication with the outside world.