Why do games often not perform as well as the developers expect? Is it for the reasons you expect, or are some aspects of game development more important to pay attention to than others? This talk presents a UX analysis of a promising indie game which ultimately failed to perform as well as hoped. During development the game was gaining attention and even awards, yet failed to sell upon release. Could this have been prevented? A breakdown of the key factors impacting on a game’s success will be presented, then mapped to a UX postmortem showing how each issue could have been prevented.