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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Hytale's returning owner has hatched a genuinely ingenious marketing strategy: repeatedly telling everyone the game "isn't good," but like, only for now News By Kaan Serin published 30 November 2025

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

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(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."

Part of the problem is that the team are returning to a build from four years ago to continue the vision laid out in Hytale's viral 2018 trailer, so some elements are obviously behind or outdated. "The first impression will be rough, but the path ahead matters more."

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This is far from the first time Collins-Laflamme has tempered expectations for the long-awaited sandbox game, though. Earlier this month, he said the game "is not good enough." Then, he said Hytale would be priced aggressively as he didn't feel comfortable charging more because he didn't think "the game is good yet." And, again, he said the game's "not good enough" - all within the span of a month.

As amusing as it might be, I do think Collins-Laflamme is probably smart to keep expectations in check since people have been waiting to try Hytale for years. If it launches in a better state than expected, great. Otherwise, at least people will be understanding of the fact that it's a work in progress.

Hytale launches into Early Access on January 13, 2026 on PC.

Hytale is "coming together at last" according to dev, who says 60 playtesters have just given the Minecraft-inspired game their stamp of approval: "Long way to go but momentum is key"

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Contact me with news and offers from other Future brandsReceive email from us on behalf of our trusted partners or sponsorsBy submitting your information you agree to the Terms & Conditions and Privacy Policy and are aged 16 or over. CATEGORIES PC Gaming Platforms Kaan SerinFreelance 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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Logout Read more Hytale early access release date set for January 2026 just weeks after it's reacquired by original founders, following 5 years and cancellation at Riot: "If you don’t feel comfortable pre-ordering, please don't"    "We inherited a true hardcore engineering and design challenge": Hytale co-director "genuinely" means it when he says the sandbox RPG is "not good enough" right now    "Hytale is saved": Riot sells Hytale back to Hypixel founders, who promise 10 years of support, an early access date soon, and a return to the "original vision"    Fresh from bringing his canceled Minecraft competitor back from the dead, Hytale boss shares new gameplay footage as "a taste of things to come" – but there's still "a lot of work" to be done    Hytale is "coming together at last" according to dev, who says 60 playtesters have just given the Minecraft-inspired game their stamp of approval: "Long way to go but momentum is key"    Hytale is priced so "aggressively low" that its returning owner is "taking on a considerable personal risk," but "charging more didn't feel right" because "I don't think the game is good yet"    Latest in Adventure Games Pokemon archeologist travels 12 hours to reunite a 17-year-old Diamond save file with the player who was forced to sell the barely functional, chewed cartridge after his partner's car wreck    How Dispatch helped me to see my father's death in a new light    Dispatch leads say the Clair Obscur: Expedition 33 team's shout-out at the Golden Joysticks "means so much," and "I've never had a game make me cry so quickly before"    Cyberpunk 2077 and Witcher 3 veteran says superhero smash hit Dispatch is "my game of the year" – and it certainly wouldn't be replicable with AI    Dispatch's success shows a way forward for a struggling AA narrative genre    Telltale Games veterans' superhero comedy game Dispatch uses a familiar system to track your choices, helping players painstakingly map out how to get every single ending    Latest in News Hytale's returning owner has hatched a genuinely ingenious marketing strategy: repeatedly telling everyone the game "isn't good," but like, only for now    Clair Obscur: Expedition 33's Jennifer English says it was "hard" playing two characters in the RPG: "I had to find the subtlety of it being the same but different"    Ghost in the Shell director and Death Stranding 2's pizza guy has "deep respect" for Hideo Kojima games, but hasn't been able to pull himself off Fallout 4 for 8 years    Team Cherry finally answers to the crimes of Silksong's Bilewater: "We just love a big swamp. We wanted some kind of poison status for ages"    The best Cyber Monday PS5 deals in 2025: second-chance console, game and accessory discounts live right now    The best Cyber Monday Nintendo Switch deals 2025: big last chance console, game, and accessory discounts    GAME REVIEWSMOVIE REVIEWSTV REVIEWS

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