Hytale's returning owner has hatched a genuinely ingenious marketing strategy: repeatedly telling everyone the game "isn't good," but like, only for now

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Early Access might be rough, but that's what Early Access is there for

Hytale
(Image credit: Hypixel Studios)

Hytale, the blocky fantasy take on Minecraft's sandbox gameplay, is in new hands. After Riot Games cancelled the project following years in development, original owner Simon Collins-Laflamme bought back the rights and finally has an early access release date set. But his marketing strategy is, urm, unconventional, to say the least.

In a release date announcement post, the returning Hytale owner said "this is true early access, meaning it's still very much unfinished and broken," but like, only for now. "You have my and the team's commitment to make Hytale the game we've always wanted it to be. The game isn't good yet; eventually, it will be. If you don't feel comfortable pre-ordering or participating in Early Access, please don't."

Kaan Serin
Freelance contributor

Kaan freelances for various websites including Rock Paper Shotgun, Eurogamer, and this one, Gamesradar. He particularly enjoys writing about spooky indies, throwback RPGs, and anything that's vaguely silly. Also has an English Literature and Film Studies degree that he'll soon forget.

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