{"id":1054540,"date":"2026-01-19T00:16:46","date_gmt":"2026-01-19T00:16:46","guid":{"rendered":"https:\/\/www.polygon.com\/?p=489856"},"modified":"2026-01-19T00:16:46","modified_gmt":"2026-01-19T00:16:46","slug":"wait-how-has-it-takes-two-sold-20-million-copies","status":"publish","type":"post","link":"https:\/\/arcader.org\/news\/wait-how-has-it-takes-two-sold-20-million-copies\/","title":{"rendered":"Wait, how has It Takes Two sold 20 million copies?"},"content":{"rendered":"<figure> <img decoding=\"async\" alt=\"\" data-caption=\"\" data-portal-copyright=\"\" data-has-syndication-rights=\"1\" src=\"https:\/\/arcader.org\/wp-content\/uploads\/2024\/12\/wait-how-has-it-takes-two-sold-20-million-copies.png\" \/><figcaption><\/figcaption><\/figure>\n<p class=\"has-drop-cap has-text-align-none\">In October, Swedish developer Hazelight Studios announced that its co-op game <a href=\"https:\/\/www.polygon.com\/reviews\/22344923\/it-takes-two-review-ps5-ps4-xbox-one-series-x-pc\"><em>It Takes Two<\/em><\/a> had <a href=\"https:\/\/x.com\/HazelightGames\/status\/1846588233573937193\">sold 20 million copies<\/a>. <em>It Takes Two<\/em> is not a minor release \u2014 it was backed by publisher Electronic Arts\u2019 EA Originals label, and won <a href=\"https:\/\/www.polygon.com\/awards\/450195\/game-of-the-year-game-awards-frontrunners\">Game of the Year<\/a> at the 2021 Game Awards. But the sales tally still came as a shock to many reading about it.<\/p>\n<p class=\"has-text-align-none\"><em>It Takes Two<\/em> is a co-op platformer in which a married couple who are planning on getting a divorce are magically trapped in a pair of dolls by their daughter\u2019s tears, and must work together to overcome a series of obstacles. It\u2019s a small-ish game that reviewed well on release but fairly swiftly disappeared from mainstream games media. Yet here it is posting sales figures that would be the envy of pretty much any AAA blockbuster; 20 million is just shy of <em>The Legend of Zelda: Tears of the Kingdom<\/em>\u2019s sales tally, for example, and would probably put <em>It Takes Two <\/em>somewhere just outside the list of the 50 bestselling games <em>of all time<\/em>.<\/p>\n<p class=\"has-text-align-none\">It is also interesting that <em>It Takes Two<\/em> reached this sales milestone more than three and a half years after its release. Indeed, a little digging into Hazelight\u2019s public announcements of the game\u2019s sales tells an even more remarkable story.&nbsp;<\/p>\n<p class=\"has-text-align-none\">In its first seven months, <em>It Takes Two <\/em>sold 3 million copies. It took another four months to reach 5 million. Five months later, it hit 7 million. Ten million in February 2023. Sixteen million in March 2024. There\u2019s a clear pattern here: <em>It Takes Two<\/em> has sold at an unwavering, consistent rate of around half a million copies per month since it came out.&nbsp;<\/p>\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube\">\n<div class=\"wp-block-embed__wrapper\">\n<div>\n<div><iframe loading=\"lazy\" title=\"It Takes Two \u2013 Official \u201cWe\u2019re Better Together\u201d Trailer\" src=\"https:\/\/www.youtube.com\/embed\/qSJN4hN28kg?rel=0\" width=\"720\" height=\"405\" allowfullscreen allow=\"accelerometer; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share;\"><\/iframe><\/div>\n<\/div>\n<\/div>\n<\/figure>\n<p class=\"has-text-align-none\">It hasn\u2019t slowed down. In fact, it has sped up slightly. Its average sales rate in the seven months after its launch was around 430,000 copies per month. In the seven months up to October 2024, it was selling roughly 570,000 copies on average every month.<\/p>\n<p class=\"has-text-align-none\">This is an incredibly unusual sales pattern, usually reserved for the most perennial of hits, like <em>Minecraft<\/em>. What went right?<\/p>\n<p class=\"has-text-align-none\">\u201cFirst of all the game turned out really well, we are extremely proud of it and the overall reception of its quality has been remarkable,\u201d Hazelight\u2019s chief operating officer Oskar Wolontis told Polygon over email. He went on to make the usual qualitative claims about the game\u2019s \u201cvibrant and hugely varied adventure,\u201d \u201cengaging story,\u201d \u201cunique concept,\u201d and so on. But he did reveal a few interesting tidbits.<\/p>\n<p class=\"has-text-align-none\">Firstly, <em>It Takes Two<\/em> is achieving these sales figures without any marketing support to speak of. The initial marketing budget was \u201clow,\u201d Wolontis said, and \u201cthere\u2019s been no meaningful marketing spend for <em>It Takes Two<\/em> for quite some time now.\u201d He also noted that reported sales figures do not include downloads from subscription services like Game Pass and EA Play.<\/p>\n<p class=\"has-text-align-none\">Secondly, the Game Awards win definitely helped, and not just in the U.S. \u2014 it had a global effect. \u201cIt did have an impact, we saw a substantial uptick in sales in all markets,\u201d Wolonits said. He also noted that the GOTY win prompted many streamers and influencers to pick <em>It Takes Two<\/em> up, which further increased its reach.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/arcader.org\/wp-content\/uploads\/2024\/12\/wait-how-has-it-takes-two-sold-20-million-copies.jpg\" alt=\"Josef Fares holds up a Game Awards statuette to a TV camera in front a blue background\" title=\"Josef Fares holds up a Game Awards statuette to a TV camera in front a blue background\" data-has-syndication-rights=\"1\" data-caption=\"Director Josef Fares accepts the award for Game of the Year for &lt;em&gt;It Takes Two&lt;\/em&gt; at the 2021 Game Awards. | Photo: Kevin Winter\/Getty Images\" data-portal-copyright=\"Photo: Kevin Winter\/Getty Images\" \/><\/p>\n<p class=\"has-text-align-none\">Thirdly: \u201cIt has found a big audience in both the Western markets and Asia,\u201d Wolonits said. He was likely talking around <em>It Takes Two<\/em>\u2019s reported runaway success in China, where it is not officially licensed for sale (but, like many games from outside China, that isn\u2019t a major impediment to success). Director Josef Fares claimed on a <a href=\"https:\/\/www.youtube.com\/watch?v=6CJ3VcqTPWs\">December 2021 podcast<\/a> that \u201calmost half\u201d of the game\u2019s audience was in China, and it won Game of the Year at the Bilibili Game Awards based there. In a 2022 article, <a href=\"https:\/\/www.gamesindustry.biz\/how-it-takes-two-became-chinas-game-of-the-year-without-even-being-released\">GamesIndustry.biz<\/a> theorized that the game\u2019s accessible co-op gameplay, uncontroversial style, and divorce theme might have helped it succeed in a country where multigenerational households are common and divorce rates are soaring.<\/p>\n<p class=\"has-text-align-none\">Finally: It\u2019s the co-op, stupid. Wolontis noted that Hazelight\u2019s brand of enforced co-op adventures \u2014 split-screen games designed for two players, no more and definitely no less \u2014 satisfies a broad appetite, but remains almost unique, guaranteeing a level of word-of-mouth success. \u201cThere is a huge number of players in the world who enjoy co-op gaming, and there are a large number of games with co-op gameplay out there. But the kind of co-op play that <em>It Takes Two<\/em> offers (and <em>A Way Out<\/em> as well), is very rare or even non-existent outside of those games,\u201d he said. \u201cWe saw from early on that <em>It Takes Two<\/em> has a very impressive growth through word-of-mouth (which has also rubbed off somewhat on <em>A Way Out<\/em>), and we attribute its quality and uniqueness to that.\u201d<\/p>\n<p class=\"has-text-align-none\">There you have it: If you want to sell 20 million copies of your game, identify something that large numbers of players want but that nobody else is doing, preferably with a multiplayer component for added virality. Also, make sure it\u2019s globally palatable and can penetrate any market. That\u2019s far from easy. But it is, surprisingly, quite simple. <\/p>\n<p><a href=\"https:\/\/www.polygon.com\/analysis\/489856\/it-takes-two-sales-20-million\">Source<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In October, Swedish developer Hazelight Studios announced that its co-op game It Takes Two had sold 20 million copies. It Takes Two is not a minor release \u2014 it was backed by publisher Electronic Arts\u2019 EA Originals label, and won Game of the Year at the 2021 Game Awards. But the sales tally still came as a shock to many reading about it. It Takes Two is a co-op platformer in which a married couple who are planning on getting a divorce are magically trapped in a pair of dolls by their daughter\u2019s tears, and must work together to overcome a series of obstacles. It\u2019s a small-ish game that reviewed well on release but fairly swiftly disappeared from mainstream games media. Yet here it is&hellip;<\/p>\n<p class=\"excerpt-more\"><a class=\"blog-excerpt button\" href=\"https:\/\/arcader.org\/news\/wait-how-has-it-takes-two-sold-20-million-copies\/\">Read More&#8230;<\/a><\/p>\n","protected":false},"author":1,"featured_media":1054541,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10],"tags":[],"class_list":["post-1054540","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-polygon"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Wait, how has It Takes Two sold 20 million copies? | Arcader News<\/title>\n<meta name=\"description\" content=\"In October, Swedish developer Hazelight Studios announced that its co-op game It Takes Two had sold 20 million copies. 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