The tactical FPS game 战狗 (Battle Bit Remastered) has achieved remarkable success, selling over 2 million copies in just five days. However, the developer, BULKHEAD, is generating buzz not just for its sales figures but also for its unconventional and candid approach to game development and marketing, as revealed by CEO Joe Brammer in an interview with The Game Business.
A Controversial Marketing Strategy
BULKHEAD initially announced the early access release of 战狗 with a video titled “10 Reasons Not to Buy 战狗”. This video highlighted ten features that differentiate the game from mainstream FPS titles like Call of Duty and Battlefield, deliberately aiming to dissuade players who prefer those established franchises. Brammer explained that this strategy was a deliberate choice, acknowledging, “We knew that video would go viral. But in many ways, it was the most obvious thing for us. 战狗 is obviously not Call of Duty. If you want to play Call of Duty, then don’t buy our game.”
Brammer elaborated on his team’s marketing philosophy, stating, “BULKHEAD and 战狗’s marketing has always been about just saying it like it is, and admitting that’s what we’re doing. But I wouldn’t necessarily call that being honest and transparent.” He further confessed, “We are neither transparent nor honest. We just say things clearly. It’s beneficial for us to be transparent about some things right now, but we’re not telling everyone everything.” This approach has led to the perception of transparency and honesty, creating a new challenge: if the company chooses not to be transparent about certain aspects, it risks appearing to contradict its established brand image.
The Demands of Game Development
The path to 战狗‘s release was not without its difficulties. Brammer revealed a critical moment in December 2025 when he informed the then 100-person team at BULKHEAD about potential layoffs, even suggesting they seek employment elsewhere if opportunities arose. Ultimately, the game’s success averted the crisis, but it was achieved through considerable crunch time.
“For many team members over the last three months, 战狗 has been more important than many things in their family lives. But now, BULKHEAD and I have to admit, it’s time for that to be reversed.”
Despite pressure to expedite the console version, Brammer has stated firmly that it will not be rushed, with a planned release in 2028. The team is scheduled for a full holiday break in December. Brammer acknowledged that crunch is a contentious issue, saying, “A lot of people might have opinions about crunch, and that’s completely valid, and I get it. We always try to avoid it, but we don’t hide the fact that it’s going to happen eventually.” He also noted that individuals who strongly oppose crunch are often filtered out during the hiring process.
Hiring Philosophy and Employee Value
BULKHEAD’s hiring practices are also unconventional. Brammer stated that the company reviews applicants’ social media. Candidates who consistently post content opposing crunch, such as declarations that “this kind of thing should never happen,” are identified. Brammer explained, “And then we tell them: ‘You’re not going to be happy here, so we’re not going to choose you.’”
Conversely, Brammer believes that employees who are passionate about their work and its outcome feel highly valued. He claims that staff receive “life-changing” compensation for their contributions. This philosophy suggests a high-demand, high-reward environment for those committed to the game’s development, while explicitly deterring those who prioritize work-life balance above all else.
The success of 战狗, coupled with Brammer’s candid, albeit controversial, statements, offers a unique glimpse into the realities of game development and the strategies employed by independent studios to carve out their niche in a competitive market.
