New Blood CEO confirms it: the worst way to sell immersive sims like Gloomwood and Fallen Aces is to call them immersive sims

Fans of Deus Ex, Dishonored and Gloomwood like to roll the words 'immersive sim' around their mouths as often as possible, savouring the fond associations with first-person drawer-rifling and guilt-ridden murder. Yet there's something like consensus emerging among the makers of these games: it's really hard to sell an immersive sim while calling it by its name. "Is it a good marketing term? No," says New Blood Interactive CEO Dave Oshry. "It sucks.