The indie publisher behind retro-style shooters created a joke tip line that unexpectedly became a genuine feedback channel with over 1,000 voicemails, strengthening developer-player connections in the gaming industry.
New Blood Interactive, the publisher behind acclaimed retro-callback boomer shooters like ULTRAKILL, Dusk, and Gloomwood, inadvertently created one of the more successful community engagement experiments in recent gaming history. What began as an April Fools' joke has evolved into a genuine feedback channel that has connected the studio with over 1,000 fans through a simple, old-school telephone hotline.
On April 1, the indie developer set up a traditional tip line (1-800-325-9727) asking gamers to call in with questions, feedback, or anything on their mind about New Blood's titles. The announcement, presented with the studio's signature personality, featured voice actor Gianni Matragrano as the Gloomwood Huntsman and composer Andrew Hulshult cameoing as the protagonist from Amid Evil. What was intended as a light-hearted joke quickly became something much more valuable.
"We've listened to over 1,000 of your voicemails so far," New Blood reported on Bluesky on May 1. "Thank you for your questions, kind words, food orders, and concern about the status of our refrigerator. We'll have some answers soon."
The hotline has become a fascinating cross-section of the gaming community, containing genuine feedback, development suggestions, humorous pranks, and even food orders. One particularly memorable voicemail came from a fan suggesting a bug-themed game: "Hey, you ever think about making a game where you fight bugs? It's all the rage these days, and you've got so many bugs to choose from."
In an industry where developers often feel increasingly disconnected from their player base, New Blood's answering machine represents a refreshingly analog approach to community building. The constant stream of voicemails creates a tangible, human connection between the development team and those playing their games.
This community engagement comes during a significant development period for New Blood. ULTRAKILL's latest Act III, "Godfist Suicide," has been expanding the game's hellish landscape with Layer 8: Fraud, introducing four new campaign levels, a new Prime Sanctum, and a new secret level. The final ninth layer, known as "Treachery," remains in development.
The unexpected success of this April Fools' joke highlights how simple, genuine interactions can sometimes be more effective than sophisticated digital platforms in building community connections. As gaming becomes increasingly monetized and data-driven, New Blood's analog approach to player feedback offers a heartwarming reminder of the human connections that originally drew many to gaming in the first place.
For those interested in experiencing the tip line firsthand, the number remains active: 1-800-325-9727. Just be prepared to leave a message—someone might actually listen.
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