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Supergiant have to try super hard to sell the game here. They screwed up, but they can still make things work.
Game has never been $7. Tim Sweeney offered $10 cashback, that is on the store, not the game.
Whether it's Epic or SGG making the game cheaper is just semantics. Hades was available for $7 for a day and $10 for four weeks. If they didn't agree with that they could have removed their game from the store like Paradox and Klei did. Not what they actually did, which was attempt to break both promises and advertising law by increasing the list price of game without notice during a sale.
F&F package was offered in an Alienware giveaway, so that people who got it there own every game released by Valve, including future releases at that time, so Artifact and Half-Life Alyx. That means that Half-Life Alyx should never be bought: wait for it to be free!
The Chinese New Year sale discount had to be earned by buying other games. It wasn't something applied to each game separately. It was, if anything, time-limited store credit. Store credit is obviously not a discount, it's just like money for a single store. If I got a $20 steam gift card, I'm not going to think every game under $20 is free.
I've never had a coupon from Amazon, but I've had Steam coupons before - they're rare enough to seem special like say if you won a free game from a contest.
On the other hand coupons are often intentionally part of publisher marketing anyway - like if a new game or enhanced edition comes out, owners of the previous game often get a coupon to incentivize purchases. Or if GMG makes a discount code, as they often do, to apply to all games for all people who just type a code in, that is going to influence my perception of price. Especially if you can guarantee they'll have more codes for future games and events.
All Epic did was slap a big -$10 on everything. This wasn't store credit, this was just a flat price drop. Buy 5 games, you spent $50 less (unless you got banned by buying too many games). There was also nothing to suggest it wouldn't happen again if it wasn't for those two publishers dropping out the store.
The same thing applies to free or bundled games being devalued. "It was given away for free or included in a bundle but I missed it this time so I might as well wait until its in another bundle or a deep discount in a few months."
Speaking of HL:A, you have to buy a $1000+ piece of tech to qualify for that free game too. It's safe to suggest that instead of a direct sale price, they decided to absorb some profits to give away something else instead. Imagine instead if the Index was made 5% off - about the price of HL:A. That'd generate about as much PR than having HL:A paired with it... but it'd be mockery instead of praise.
Again, Epic's sale was on for almost an entire month. That's long enough to set expectations, especially when that's a whole 10% of the time Hades ever been available for purchase.
We appreciate the feedback. For what it's worth, we don't really look at it this way. The way we look at it is, Hades is approximately 3X bigger and substantially better than it was a year ago. We think it's worth more, not less.
If we were offering the same exact game we offered a year ago, I would 100% agree with you (if anything 30% off would be too low). However, we've been actively developing Hades in Early Access, and adding to and improving every aspect. For example, just this week we added more than 2,000 new voice lines to the game to further deepen the story, along with a variety of new and improved systems -- to put that in perspective, Bastion had about 3,700 voice lines in its entirety.
So, rather than thinking of Hades as a year-old game, I hope you'll come to think of it as a new game that keeps getting better while it's in Early Access, until we finally hit our v1.0.