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Burek said:

Considering the first two games didn't sell very well, surely they were reluctant at how many fans the game has left 15 years later.

And the game is still not a guaranteed success. For all we know, all the interested people will Kickstart it, and it may end up selling zero at retail.

And that's where Sony jumps in, they will fund the marketing and retail publishing to bring in new customers that have no idea what Shenmue is at this point.

 

I liken this game to No Man's Sky - developer assures funding to make the game, and Sony helps them gain major visibility and helps increase sales.

Well the first game sold 1.2m in a dead console.

BTW it was the 4th best selling game on Dreamcast selling more than Resident Evil Code: Veronica for eg.