New Blood Interactive, the indie publisher behind fan-favorite retro-inspired shooters like ULTRAKILL, Dusk, and Gloomwood, expected to land a quick laugh on April 1. Instead, the joke turned into something surprisingly genuine: a real, working feedback hotline that players are still calling more than a month later.
For April Fools’ Day, New Blood launched an old-school tip line and invited gamers to ring in with questions, thoughts, feedback, or just whatever was on their mind about the studio’s games. The number, 1 (800) 325-9727, was meant to be a playful throwback. But it didn’t fade away after April 1. The line is still active, and it’s been getting hammered with calls day after day.
What happened next is exactly the kind of community moment developers hope for but rarely get. Fans didn’t just leave quick jokes and hang up. They left real feedback, shared kind words, and generally treated the hotline like a direct connection to the people behind the games. Of course, there were also prank calls mixed in—everything from random delivery orders to the classic “Is your refrigerator running?” routine.
By May 1, New Blood addressed the growing mountain of voicemails, saying they’d already listened to over 1,000 messages. They thanked callers for everything from the sincere questions and support to the food orders and the oddly persistent concern about the status of their refrigerator. The studio also hinted that responses are coming soon, suggesting this isn’t just a one-off gag anymore—it’s become an ongoing conversation.
One voicemail stood out enough that New Blood shared it publicly: a fan suggested the studio should consider making a game where you fight bugs, pointing out that “it’s all the rage these days,” and that there are plenty of creepy-crawly enemies to choose from. Whether that idea becomes anything more than a funny message is unknown, but the fact that New Blood highlighted it shows they’re genuinely listening.
The hotline concept was introduced with a personality-packed YouTube announcement titled “Call the New Blood Tip Line Today.” It leaned fully into the studio’s signature style, featuring voice actor Gianni Matragrano as the Gloomwood Huntsman, plus a cameo from composer Andrew Hulshult as the protagonist from Amid Evil. It was clearly designed as a lighthearted bit—but once the voicemails started pouring in, New Blood chose to keep the answering machine running.
In an era where game developers often feel separated from their communities by layers of platforms, moderation, and PR filters, this kind of direct, old-fashioned connection stands out. A constantly running answering machine might sound silly, but it’s also oddly wholesome: players get to speak their piece, and the studio gets unfiltered reactions from the people actually playing their games.
While the hotline keeps ringing, New Blood has plenty happening on the development side too—especially for ULTRAKILL fans. The game’s latest Act III update, “Godfist Suicide,” pushes players deeper into hell with Layer 8: Fraud. The update adds four new campaign levels, a new Prime Sanctum, and a new secret level. The final ninth layer, Treachery, is still in development, giving players even more reason to keep an eye on what’s next.
An April Fools’ joke turning into a living feedback channel wasn’t the plan—but it fits New Blood perfectly. It’s weird, it’s personal, and it’s built around the same thing that makes the publisher’s games so beloved: a strong voice, a clear identity, and a community that actually wants to be part of the ride.
