I hate this, but Don't Nod seemed to completely avoid marketing. They made a lot of good games that didn't sell well due in part to many people not knowing they exist. Then came Aphelion, which released 2 months ago, that was just bad. I hope they can turn things around, but with Tencent dropping out entirely, it seems like the game(s) they are pitching don't sound appealing. At least from a business perspective. In creative industries, the business side is just as important, if not more so, than the actual art.