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Teeqoz said:
"Sleeper hit is a term used in the entertainment industry for a film that plays successfully for a long period and becomes a big success, despite having relatively little promotion or lacking a successful opening. It is also used in a similar sense for music releases."

Splatoon both had/has a lot of promotion and had a successful opening. Doesn't fit with term sleeper hit. 

You beat me to it.  I can't say I know too many games that actually fit that description.