The “5% Excuse”: How Steel City Interactive Is Dismissing Hardcore Boxing Fans

Steel City Interactive (SCI), led by Ash Habib, has leaned on a dangerous narrative: that hardcore boxing fans and gamers—the very players who built the foundation of boxing videogames—represent only “5%” of the market. This talking point has been echoed to publishers, investors, and even content creators as justification for shifting Undisputed from a realism-driven project into a hybrid, arcade-leaning product.

But this framing is not only misleading—it risks destroying the credibility, longevity, and financial future of both Undisputed and any potential Undisputed 2. Let’s break down why.

1. What SCI and Its Backers Are Really Saying

When SCI uses the “5%” line, they are sending a very clear message:

Realistic/simulation fans don’t matter.
Boxing authenticity is expendable.
Casual players are the only audience worth building for.

This is convenient for investors and publishers, because it reframes the studio’s design choices—cutting referees, clinching, stamina realism, and AI depth—as deliberate moves to “appeal to the 95%.” But it also tells hardcore fans, boxers, and the sport itself: your voice isn’t valued.

2. Why the 5% Narrative Is False

The problem is that there’s no hard evidence behind this claim. SCI has never produced survey data, engagement analytics, or transparent numbers proving that hardcore sim fans are only 5% of the audience. Instead, it’s a guess—an estimation used as a shield.

History across sports gaming shows the opposite is true:

Fight Night built its reputation on authenticity and strategic boxing, even when not fully realistic.
NBA 2K, MLB The Show, and even Madden lean on sim realism because they know their hardcore base drives year-after-year revenue.
Casuals don’t sustain games—they buy once, play briefly, then move on. Hardcore fans are the ones who fuel retention, content creation, tournaments, and DLC purchases.

3. The Fallout of Saying Hardcore Fans Don’t Matter

SCI may believe they’re protecting themselves by downplaying sim fans, but the impact of this rhetoric is destructive:

Community Erosion: Hardcore fans are the most vocal advocates. They run the Discords, YouTube channels, and forums. Alienating them means losing the heartbeat of the player base.
Reputation Damage: Boxing is a proud sport built on authenticity. If fans and boxers view SCI as dismissive of realism, the studio will be branded as “arcade in disguise.”
Boxer & Brand Relations: Authenticity matters to fighters, trainers, and brands like CompuBox and BoxRec. If sim fans turn away, those relationships weaken.
Sequel Jeopardy: Without a loyal core, Undisputed 2 risks never happening. Publishers won’t bankroll a sequel if the first title fizzles after launch.

4. Why This Excuse Benefits SCI in the Short-Term

So why keep repeating the 5% line? Because it gives SCI breathing room. It lets them:

Justify shallow mechanics and spammable gameplay as “mass-market friendly.”
Convince investors that appealing to casuals equals safer profit margins.
Shift blame away from design missteps, putting the burden on fans instead: “Well, we told you only 5% care about realism.”

5. The Reality SCI Doesn’t Want to Admit

Hardcore fans aren’t 5%. They are:

The lifeblood of the community who advocate, debate, and spread the word.
The content creators who keep games visible years after launch.
The long-term spenders who buy DLC, expansions, and sequels.
The influencers who shape casual perception of whether the game is worth buying.

Casuals may provide a sales spike, but hardcore players provide the foundation. Without them, SCI risks building a house of cards.

6. What Happens If the So-Called “5%” Protest?

If hardcore sim fans organize and withdraw all support from Undisputed and SCI, the consequences would be severe:

Financial Blow: Sales would dip sharply after the casual surge ends, because the hardcore fans are the ones who keep a game alive long after launch. DLC and long-tail revenue streams would dry up.
Public Relations Crisis: A visible protest—hashtags, petitions, boycotts—would dominate the narrative. Instead of “a boxing revival,” the story becomes “the game that disrespected its own fans.”
Content Collapse: YouTube uploads, Twitch streams, and Discord discussions would shrink. Without constant community buzz, casuals lose interest even faster.
Industry Reputation: Publishers and investors would question SCI’s strategy. Boxers, managers, and authentic brands could back away, not wanting to be tied to a project fans openly reject.
Sequel Death Sentence: With credibility shattered and the core audience gone, Undisputed 2 would almost certainly never happen.

In short, if the so-called “5%” truly protest, SCI risks losing far more than 5% of its audience—it risks losing its entire foundation.

Conclusion: A Dangerous Gamble

By dismissing hardcore sim fans as a “5% minority,” Steel City Interactive, Ash Habib, and their investors are underestimating the very group that gives a boxing videogame credibility, longevity, and legacy. The narrative may shield SCI in the short term, but the long-term costs are immense: fractured community, brand erosion, lost endorsements, and possibly the death of Undisputed 2.

Hardcore boxing fans are not disposable. They are the soul of this sport, in life and in gaming. Ignoring them is more than just a bad strategy—it’s the fastest way to ensure Undisputed becomes a forgotten arcade experiment instead of the definitive boxing simulation it was once promised to be.

Poe’s Think Tank

Wednesday, September 24, 2025