Turning Play into Pay: John Wick Hex Revenue Explained by Cubix

2 Sep, 2025

8 min read

How the 'John Wick' Video Game Earns Revenue

Set as a prequel to the movies, it allowed players to step into the shoes of the legendary assassin, John Wick, navigating through strategic combat scenarios. The game’s unique timeline-based combat system and stylized art direction garnered positive reviews, with Metacritic scoring it 74 out of 100 based on 53 reviews.

Despite its critical acclaim, the game’s commercial performance was modest. As of mid-2025, John Wick Hex had an estimated revenue of approximately $280,000. This figure reflects its sales across various platforms, including Steam, PlayStation 4, and 5, Nintendo Switch, and Xbox One. However, it’s worth noting that the game was delisted from all digital storefronts in July 2025 due to expiring licensing agreements. While existing owners retain access, new purchases are no longer possible. This move underscores the challenges faced by licensed game development company, where intellectual property rights can significantly impact a game’s availability and revenue potential.

A great game combines strategy and creativity to create lasting player engagement.

– Salman Lakhani, CEO at Cubix

In this blog post, we’ll explore how the John Wick video game generated revenue and how Cubix can help you create a game that maximizes its earning potential through DLC, microtransactions, partnerships, and licensing.

Revenue Streams of the ‘John Wick’ Video Game

Revenue Streams of the 'John Wick' Video Game

The John Wick video game earns money in a few different ways. Let’s break it down simply:

1. Game Sales (Digital and Physical Copies)

First, the game makes money when people buy it. You can buy the game online, like on Steam or PlayStation, or in stores as a physical copy. Each time someone buys the game, the developers make some money.

How Cubix Can Help: When you should create a game that will attract players, Cubix is highly experienced in the development of cross-platform games, which can be seen in the maximum number of stores, such as Steam, PlayStation, and Xbox. We assist you in coming up with a game that will attract your target market with the best distribution on the platform and the optimization of sales.

2. DLC (Downloadable Content) and Expansions

After the game is out, the developers can add more content for players to enjoy. This could be new game levels designs, characters, or missions. This extra content is sold as DLC (Downloadable Content), and it helps the game make more money after the initial release.

How Cubix Can Help: We at Cubix have expertise in producing interesting post-launch content that keeps players engaged with the game. From seasonal DLCs to special event content, we assist in creating content that is attractive to the game, not only in extending the gameplay but also in increasing your revenue.

3. In-Game Purchases (Microtransactions)

Some games let you buy little extras while you’re playing. These are called microtransactions. For example, you might buy special outfits or upgrades for your character, or maybe cool weapons. These in-game purchases can add up, helping the game earn more money.

How Cubix Can Help: Microtransactions are an effective method of monetization, and Cubix has experience in creating in-game economies that are entertaining to players and profitable. We assist you in creating non-intrusive yet profitable micro-transactions, such as cosmetic items, in-game currencies, and upgrading special characters.

In-Game Purchases and Microtransactions

In the John Wick video game, players can buy extra items while playing, known as in-game purchases. These items are things that help players customize their experience or get cool upgrades during the game.

How Cubix Can Help: Cubix has a history of collaboration with recognizable brands and licensing properties to make a successful game. Be it a license of an existing brand or establishing your own IP with cross-promotion capabilities, we have the knowledge and experience to ensure your game has a maximum reach of the target audience via licensing deals and brand partnerships.

Types of Microtransactions

Skins: These are special looks for the characters or weapons. For example, you might buy a new outfit for John Wick or a new design for his gun.
Weapons: Players can buy special weapons that aren’t available in the regular game. These weapons can make it more fun to play and give a little advantage.
Customizations: These could include things like changing the colors of your character’s outfit or adding new tattoos. Customizations help players make the game feel more personal and unique.

How In-Game Purchases Enhance the Gaming Experience

In-game purchases help make the game more fun by offering extra options that let players express themselves. For example, if you really like a particular weapon or outfit, you can buy it to make your gameplay feel special.

These purchases also allow players to try out new things that aren’t included in the main game, making it feel like there’s always something new to discover. While they aren’t necessary to play, in-game purchases add excitement and variety, giving players more ways to enjoy the game.

Downloadable Content (DLC) and Expansions

The Role of DLC in Adding New Content

DLC, or Downloadable Content, is a big way the John Wick video game keeps players engaged long after its initial release. DLC adds new features to the game, such as extra levels, missions, or special storylines. By offering DLC, the developers can keep the game fresh, giving players more content to enjoy. This makes players want to keep playing, even after they’ve completed the main game, and it’s a way to keep them coming back for more.

How Expansions Boost Long-Term Revenue

Expansions are a special type of DLC that adds even bigger things to the game, like new characters, levels, or exciting missions. These expansions make the game feel new again, encouraging players to spend more time in the John Wick world. Since expansions are usually sold separately, they provide a steady stream of revenue even after the game’s initial release. As long as the expansions are interesting and offer new adventures, players are more likely to buy them, ensuring that the game continues to bring in money for a long time.

The Impact of Special Edition DLCs and Exclusivity

Some DLCs are special editions that offer extra content for players who buy them. These editions might include rare items, unique characters, or bonus levels that are only available for a limited time or through certain platforms. This kind of exclusivity makes the DLC more attractive, as players feel they’re getting something special that others can’t easily access. By making certain content exclusive, the game encourages players to buy the DLC quickly, which helps generate more revenue in a shorter time.

Partnerships and Licensing

How Partnerships with Brands Boost Revenue

Partnerships with other brands, like clothing companies or popular merchandise makers, can significantly increase the revenue of the John Wick video game. For example, the game can be tied to merchandise like shirts, jackets, or even action figures. When the John Wick brand is used on these products, it reaches a larger audience, including fans who may not play the game but are loyal to the movies. This kind of partnership helps bring in money from fans in multiple ways, both through the game and through physical products.

Licensing the ‘John Wick’ Brand for Cross-Promotions

Licensing is another way the John Wick brand makes money. It means the game’s brand or characters can be used in other areas, like the movies or special merchandise. For example, tie-ins with the John Wick movies allow fans to experience the game and the films together. This creates a bigger connection between the game and the broader John Wick world, encouraging moviegoers to try the game and game players to watch the movies. Such cross-promotions expand the audience for both, boosting sales and increasing overall revenue.

Special Collaborations That Increase Exposure and Revenue

Collaborations with other big names or well-known companies also help boost exposure and revenue. For instance, special in-game events featuring well-known brands, like exclusive John Wick items or features, can draw attention to the game. Additionally, the game might partner with events or promotions, like gaming conventions or special sales, to reach even more fans. These collaborations not only increase visibility but also provide fans with unique experiences, making them more likely to spend money on the game or its merchandise.

Critical Reception and Revenue Impact

How Positive Reviews and Gamer Loyalty Affect Sales

Positive reviews play a huge role in the success of any video game, including John Wick Hex. When players and critics alike praise the game for its unique style and fun gameplay, more people are likely to purchase it. Reviews from well-known gaming websites, streamers, or influencers can significantly boost the game’s reputation. Gamer loyalty also comes into play. When players enjoy a game, they’re more likely to share their experience with friends and keep playing over time. Loyal fans often return to buy DLCs or expansions, further driving sales and long-term revenue.

The Importance of Maintaining a Strong Fan Base and Word-of-Mouth Marketing

Having a strong fan base is crucial for a game’s ongoing success. Fans who love John Wick are likely to spread the word about the game to others, either online or in person. Word-of-mouth marketing is incredibly powerful because people trust their friends or favorite content creators more than traditional ads. If fans consistently share their positive experiences, it helps build hype around the game, leading to increased sales, especially when the game is part of a franchise like John Wick with a dedicated following.

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The Role of Community Engagement in Boosting Revenue

Community engagement is another key factor in sustaining revenue. A game that actively communicates with its community through social media, forums, or in-game events builds a strong relationship with its players. Engaged communities are more likely to support the game with in-game purchases, participate in special events, or even promote the game through fan art or content. This sense of belonging makes players feel connected to the game, leading to more loyal customers who continue to contribute to its revenue through purchases and positive promotion.

The Tech Stack Behind the John Wick Game

At Cubix, we use industry-standard tools to ensure that your game is developed with precision and efficiency. Our tech stack includes:

Game Engine

Unity: Most likely used, given the developer’s history with Unity (used for Volume and Thomas Was Alone). Unity’s flexibility allowed for fast prototyping of the timeline combat system and easy porting across platforms.

Programming Languages

C#: The primary language for Unity development
C++: Likely used in certain optimizations or engine-level plugins.

Art and Design Tools

Blender / Maya: For character and environment modeling
Photoshop / Illustrator: For 2D concept art, textures, and UI
Substance Painter: For texturing assets with stylized looks

Audio and Music

FMOD or Wwise: Middleware commonly used for adaptive sound design.
Digital Audio Workstations (DAWs): Like Pro Tools or Logic Pro for recording and editing sound effects.

Development and Collaboration Tools

GitHub / Perforce: For version control
Jira / Trello: For project management and task tracking
Slack / Discord: For team communication

Platforms and Distribution

Epic Games Store / Steam: Digital storefronts for PC
PlayStation, Xbox, Nintendo SDKs: For console publishing and certification

This tech stack demonstrates how even mid-sized studios rely on widely available commercial tools rather than custom-built engines.

Want to know more about how we use the latest tools to bring your game to life? Contac t us to learn more about our tech stack and development process.

Budget: How Much Did It Cost to Make?

The budget for a licensed game depends on multiple factors:

Licensing fees to the IP holder (in this case, Lionsgate)
Team salaries (developers, artists, designers, producers)
Marketing and publishing expenses
Platform certification and distribution costs

Based on the scale of John Wick Hex, it was most likely a low-to-mid-budget indie/AA game, with estimates in the range of $750,000 to $2 million.

Cost Breakdown (Estimated):

Development Team Salaries: $500,000–$1 million
Licensing and Legal: $100,000–$400,000
Marketing and Promotion: $100,000–$300,000
Distribution and Porting: $50,000–$200,000

This is modest compared to blockbuster AAA licensed games, which can exceed $50 million in development alone.

Revenue: What the Game Earned

As of mid-2025, John Wick Hex had earned an estimated $280,000 in revenue across platforms. While this may seem small, it is not uncommon for niche licensed games. Revenue was generated through:

Base Game Sales: The primary income from digital and physical copies
DLC / Expansions: Although limited, additional content offered continued revenue
Platform Deals: Initial exclusivity on the Epic Games Store likely involved a guaranteed payment
Licensing Tie-ins: Cross-promotions with the John Wick film franchise added indirect value.

However, the game was delisted in July 2025 due to expired licensing agreements, cutting off new sales potential. This highlights a key risk of licensed games: revenue potential can vanish once licensing deals expire.

Turning Play into Pay: The Road to Profitable Games

At the end, key revenue-generating strategies in the game industry are showcased through a view of the John Wick Hex game: game sales, DLC, microtransactions, and partnerships. However, generating sustainable revenue from a game requires good planning and strategic development, and this is where Cubix comes in.

Cubix stands ready to take your indie project or brand and turn it into a commercially viable, sustained success. From monetization to licensing and community management, we have the know-how and resources to make you successful.

Turn your gaming vision into financial victory. Connect with Cubix now and unlock expert development with monetization that works.