New Blood Interactive, the indie publisher behind fan-favorite retro-style shooters like ULTRAKILL, DUSK, and Gloomwood, pulled off an April Fools’ prank that unexpectedly turned into something much more real: a functioning, old-school feedback hotline that fans still can’t stop calling.
On April 1, New Blood launched a classic tip line and invited players to leave questions, feedback, and whatever else they had on their minds about the studio’s games. The joke landed so well that it didn’t end when April did. More than a month later, the phone line at 1 (800) 325-9727 is still active—and it’s still getting hit with calls every day.
What started as a playful stunt quickly became a surprisingly wholesome bridge between developers and players. Voicemails ranged from sincere game feedback to random delivery orders, along with the kind of timeless prank calls you’d expect when a studio posts a phone number online (yes, including the old “Is your refrigerator running?” routine).
By May 1, New Blood acknowledged just how big the response had become, sharing on social media that the team had already listened to over 1,000 voicemails. They thanked callers for everything from kind words and questions to food orders and fridge-related concern—while teasing that answers were coming soon.
One message stood out enough for New Blood to share publicly: a fan suggesting the studio make a game about fighting bugs, noting that “it’s all the rage these days” and that there are plenty of creepy-crawly enemies to choose from. It’s exactly the kind of oddly specific idea you only get when you give a passionate community a direct line to the people making the games.
The original hotline announcement video leaned hard into New Blood’s trademark personality. It featured voice actor Gianni Matragrano in character as the Gloomwood Huntsman, plus a cameo from composer Andrew Hulshult as the protagonist of Amid Evil. Even though it was framed as a lighthearted April Fools’ bit, the volume of responses turned it into an ongoing experiment in direct community connection.
In an industry where players often feel walled off from developers, New Blood’s always-on answering machine is a throwback—in the best way. It’s simple, human, and oddly effective: players talk, the studio listens, and the conversation keeps going.
Meanwhile, New Blood isn’t just busy managing voicemails. ULTRAKILL continues to evolve, with Act III, “Godfist Suicide,” pushing players deeper into its hellish campaign. The update brings Layer 8: Fraud, adding four new campaign levels, a new Prime Sanctum, and a new secret level. The final ninth layer, “Treachery,” is still in development, giving fans even more reason to stay dialed in—literally and figuratively.
If this hotline proves anything, it’s that even a one-day joke can turn into a lasting community feature when players feel heard—and when a studio is willing to pick up the phone.
