A new hardcore first-person shooter has shot to the top of Steam's bestseller charts despite—or arguably because of—its developers publishing a tongue-in-cheek list of "10 reasons not to buy" the game. The unusual marketing approach highlights the title's unforgiving, old-school design, deliberately warning potential buyers about steep difficulty, lack of hand-holding and other features that could put off mainstream players before they purchase.

Rather than hurting sales, the candid warnings appear to have resonated with players seeking a genuinely challenging, hardcore experience, driving strong word of mouth and pushing the game into Steam's top-seller rankings shortly after launch. The stunt underscores a growing trend of developers using transparency and self-deprecating honesty as a marketing tool, betting that clearly signalling a game's niche, demanding nature attracts the right audience rather than alienating a broader one.