In late July, sales of Beholder: Conductor began to rise sharply. Within just two weeks, the game sold over 81,000 copies, which is comparable to its initial launch results — even though 15 months have passed since its release. In an article for GamesIndustry, Alawar's head of marketing, Artem Bashutin, explained the reasons behind this surge.
Beholder: Conductor
According to Bashutin, the excellent result was primarily due to a combination of three marketing activities:
1. From July 20 to August 3, 2026, Alawar sold Beholder: Conductor with the largest discount in the game's history — 70%. This helped earn a "Deal of the Day" feature on Steam;
2. Simultaneously, Beholder: Conductor was featured in the Steam Train Festival and landed on the event's main page;
3. Alawar organized an advertising campaign through the Jestr platform for content creators, costing $5,600. From July 20 to 26, blog videos about the game garnered 9.2 million views.
To underscore the scale of the surge, Bashutin noted that prior to these marketing activities, Beholder: Conductor was selling much worse. Sales for the game during July 13-19 were only 202 copies. Hence, Alawar successfully managed to significantly increase these figures.
Further outcomes of Beholder: Conductor's marketing efforts included:
- From July 20 to August 3, 2026, Steam recorded 41.73 million impressions and 743,000 visits to the Beholder: Conductor page;
- The gross revenue for Beholder: Conductor during these two weeks amounted to $274,500. After deducting refunds (2,781 copies) and Steam's commission, the game ended up with $165,000. Consequently, the gross revenue of the Beholder spin-off reached $1.49 million overall;
- Within the first eight days, Steam users added Beholder: Conductor to their wish lists 83,300 times, many of whom subsequently purchased the game;
- The hype around Beholder: Conductor also boosted the sales of other games in the series. For example, the first Beholder sold 31,900 copies during the promotional campaign, whereas the sales for the preceding two weeks were only 3,200 copies. Beholder 2's two-week sales increased from 1,100 to 14,800 copies, and Beholder 3 went from 746 to 11,500 copies. The net revenue of the trilogy rose from $4,800 to $60,800.
The manager believes that the situation with Beholder: Conductor proves that studios should not forget about marketing for long-released games. He is convinced that a successful blend of multiple promotional channels can attract new audiences to projects even long after their launch.