Unknown 9: Awakening’s Rocky Road to Release: Why the Hype Isn’t Adding Up

Can Unknown 9: Awakening bounce back from a slow start, or is it set to become 2024’s biggest flop?

The countdown is on for Unknown 9: Awakening, an action-adventure game developed by Reflector Entertainment and published by Bandai Namco. But instead of excitement building, this title is facing a storm of skepticism.

Set for release in just a week, the game’s pre-sales have been alarmingly low. It currently sits at rank 1,522 on Steam’s top sellers list—shocking for a game that should be riding high on launch hype.

For context, other releases like Dustborn managed to reach the top 700​ But with a lackluster buzz and minimal engagement on promotional videos, many are questioning if Unknown 9 can recover or if it’s on the fast track to becoming the most overlooked game of the year.

A Game Lost in the Shadows

The buildup to Unknown 9 should have been huge. It’s got a unique narrative, tying into the broader lore of a comic series, and the game’s ambitious world-building could have made it a must-play.

Yet, the reality has been starkly different. Despite a deep storyline and the backing of Bandai Namco, the game has struggled to generate traction. Recent promotional videos barely crack a few hundred views, even with the allure of behind-the-scenes content featuring talent like Anya Chalotra from The Witcher series​. For a title trying to carve a space in the crowded AAA market, these numbers are a big red flag.

Why the Struggle?

The issue might lie deeper than just marketing missteps. Unknown 9 is associated with Sweet Baby Inc., a consultancy with a troubled reputation in the gaming world. Past controversies surrounding the brand have turned many players off, creating a hurdle that even a well-executed campaign might struggle to clear​.

The Numbers Don’t Lie

Let’s put the data in perspective. As of now, Unknown 9 ranks around 1,522 on the Steam top seller list—a startlingly low position for a game that’s supposed to be generating pre-launch buzz. Compare that to a typical AAA title, which often climbs into the top 100 a week before release, and the contrast is stark​.

More troubling are the engagement metrics. Recent YouTube trailers and gameplay showcases from the official channel struggle to reach even 300 views in the first 24 hours. For a game that’s trying to make a splash, this is more like a pebble hitting the wate.

2024 hasn’t been kind to many high-profile releases. Concord and Tales of Kenara, both Sweet Baby projects, fell flat out of the gate, failing to crack even the 300 concurrent player mark on Steam​. It’s been a year of underwhelming launches, and Unknown 9 risks being the latest casualty. While the game industry often sees surprise turnarounds, Unknown 9 is running out of time to shift gears before launch.

Can It Turn Things Around?

With only a week left until release, there’s still a chance for Unknown 9 to change its fate. A strong last-minute push could help, but the mountain ahead is steep. It will take more than just a few flashy trailers or celebrity endorsements to win over the skeptical hearts of gamers. Reflector Entertainment needs to deliver a clear message: that Unknown 9 is worth the time and money, controversies aside.

Unknown 9: Awakening has an uphill battle ahead. Whether it can turn things around or becomes a cautionary tale of over-ambition remains to be seen. Keep an eye on its release—it could be the story of the year, just not in the way anyone hoped.