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For the last month Joseph and I have been playing as much Marathon as we can fit into our busy lives. During the pandemic, we bonded over playing Call of Duty: Warzone , and we’ve been chasing that high for years with little success. Bungie’s new extraction shooter finally gave it to us. We should be happy, and we are as long as we’re focused on the game we’re playing and not the industry that’s collapsing around it. Marathon ’s commercial success, measured by outsiders mostly by the number of people Steam shows is actively playing the game at any given moment, has no bearing on our enjoyment. But I can’t help but follow those numbers because they are a reminder of how brutal the video game industry is right now, where it might be headed, and how viable Marathon and games like it are in the future. We don’t know how much Marathon cost to develop or what Sony Interactive Entertainment, which owns Bungie and is publishing the game, wants from it. The game has been a critical success , has reportedly sold 1.2 million copies , and players who have latched onto it like myself love how Bungie has been updating and balancing it after release. People are making horny fan art of Marathon characters. At the same time, I watch the number of concurrent players on Steam, currently hovering at between 20,000 and 30,000, and fret. Is that enough for Sony to support Marathon for the long haul, and is it enough for the rest of the industry that’s watching this unfold to decide that the kind of player who enjoys a game like Marathon is still worth catering to? Whether 20,000-30,000 concurrent players is a good number or not is relative and ultimately a decision only Sony can make. More than 19,000 games released on Steam in 2025 and only 6,000 of them earned more than $100,000 . With at least tens of millions of dollars worth of sales on Steam alone, Marathon is one of the highest earning games on that platform. Marathon’s numbers are also considerably higher than Sony’s other big competitive shooter, Concord , which barely cracked 700 concurrent players on Steam before it was shuttered in 2024, barely a month after it was released. Highguard , another multiplayer shooter that was unveiled at the end of 2025’s Game Awards, also shuttered just a bit over a month after it launched. It peaked at almost 100,000 concurrent players on Steam, but it was free to play. One might naively assume that the basic math at Sony would be to see how much Marathon cost to develop and maintain, see how much money it’s making after launch, and to keep the party going as long as it’s turning a profit. The reality is probably a bit more cynical and complicated than that. Bungie is a big studio that employees hundreds of developers that Sony acquired for $3.7 billion . One line item on Marathon’s budget that’s extremely hard to calculate is the opportunity cost of Bungie making Marathon as opposed to the next Fortnite , now that it’s becoming increasingly clear that Marathon will not be doing Fortnite numbers. That doesn’t mean there isn’t a tremendously profitable business to be had there, given some patience and care. Ubisoft launched Rainbow Six Siege in 2015 to a tepid response, but has turned it into a decade-old cash cow with consistent support, updates, and a devious loot box-based monetization scheme. It essentially did the same thing for For Honor , a melee multiplayer game that I bet you forgot existed but that’s been going since 2017. But Sony is a publicly traded company that wants to show quarter over quarter growth, and a modestly healthy profit that also happens to keep hundreds of game developers employed is not what shareholders are salivating over. Sony wants to do Fortnite numbers, which is a very tall order considering that even Fortnite isn’t doing Fortnite numbers anymore . Our friends at Remap Radio have spoken at length about why discussions about player numbers teach us little about games and are often toxic. Part of the reason that games like Concord and Highguard can crash and burn so quickly is that the numbers become a self-fulfilling prophecy. There’s skepticism about the game before it launches, and when it fails to go viral, people write it off because why would they invest their time in an online game with player numbers that signal imminent and unceremonious execution by its financial backers, which only leads to even lower player numbers. It also shifts the conversation entirely away from what the game is, what people like about it, and why, and to its business model, infecting players with the quarterly earnings report view of the world. Games and players become expressions and subjects of business models, and the part where we play games because we enjoy them are reduced to a curious byproduct of Sony’s Earnings Before Interest, Taxes, Depreciation, and Amortization. Games from major publishers become either mega hits or are quickly slapped with the “dead game” label before they’re taken offline. What the game actually was is barely relevant. Everyone I’m playing Marathon with is aware of the player numbers anxiety but is responding to it in different ways. Most of us are doing armchair video game industry analysis, while others are actively trying to enjoy Marathon ’s popularity while we can precisely because it may be fleeting and eventually unavailable to play. Some of us are buying in-game cosmetic items not because we want them that bad, but as a signal to Sony that there’s money to be made here. Adding to this player count anxiety is the fact that the video game industry appears to be going through what is increasingly looking like a proper crash. I don’t think we’ll ever have another near extinction event like the video game crash of 1983, where for a moment it didn’t seem like video games would even continue to be a thing, but a full one third of game developers in the U.S. were laid off last year , and the huge layoffs just keep on coming. The question of whether Marathon is a viable business for Sony naturally leads us to the question: What business does Sony even want to be in going forward? Is it a business that’s in continuity with the games we grew up playing on the PlayStation and PlayStation 2, or will the market force it to chase something like Roblox or other free-to-play models? Can this continuity even exist when a PlayStation 5 Pro now costs $899 and a PlayStation 6 will cost more? Those are prices for 30 and 40 year-olds with disposable income, not the younger audiences game publishers need to be winning over now for their future business. Sony and other video game publishers are already losing them to different kinds of games and forms of entertainment. “Marathon's low gravity, bouncy physics, and methodical boot clunks echo Master Chief's graceful, weighty gait circa 2004. It's got modern conveniences like aim-down-sights, sprinting, sliding—and yet Marathon evokes a more civilized age,” Morgan Park wrote in his excellent review in PC Gamer . “Those qualities make it more accessible to a range of people who struggle to keep up in faster games while maintaining a skill range in other disciplines: timing, positioning, and perception. It's fairly easy to track targets, but you're still rewarded for nailing headshots, taking the high ground, and utilizing shell abilities. Does that make Marathon an unc game?” To answer Park’s rhetorical question for him, yes, Marathon is in fact an unc game, which explains both why I like it so much and why I’m worried about its future. As you probably know, unc, short for uncle, is a way to jokingly refer to old, potentially out of touch people. As far as I can tell, it entered the video game discourse in the form of this meme in which a soyfaced unc excitedly points at the hall of fame of so-called “unc slop,” or, in other words, games that old people say are very good. Some of the games in this collage of video game box art includes Half-Life 2 , Dawn of War , World of Warcraft , STALKER , Mass Ef