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It's Fine sells 10,000 copies just over a day after launch
Joe wanted the build shipped on time. Players apparently got the message. Buma Games says It's Fine sold 10,000 copies just over 24 hours after its September 23 Steam launch, an unusually fast milestone for the husband-and-wife team's incremental game about the chaos of releasing a game.
By Kader It's Fine 
Ten thousand copies, one very demanding dog
Buma Games announced the milestone on September 24, describing the result as surreal and life-changing for the team. The figure comes directly from the developer rather than an outside sales estimate.
The timing is particularly appropriate for a game whose entire premise is built around a launch deadline. It's Fine traps its fictional indie developer in the final 24 hours before version 1.0 is due. Joe, the developer's dog and inexplicably effective project manager, expects the build to ship regardless of what happens to the office.
What follows is an incremental loop of coding, upgrading stations and chasing increasingly strange ways to make the numbers move faster. Individual stations introduce mechanics rather than functioning purely as multiplier buttons, and later upgrades can alter their behavior.
That is where the apparently mundane development theme starts to unravel. Marketing can involve a bot farm generating wishlists. A squirrel named Peanut supplies clean energy until its evolution becomes considerably more electrical. Somewhere along the way, a Voodoo Kraken also becomes part of software development.
Prestige means finally getting some sleep
It's Fine uses rest as its prestige system. Sleeping earns Sleephours, which can be spent through the Dreamtree on permanent upgrades, new mechanics and effects that survive between runs. The joke works because the game treats sleep as the rarest commodity available to someone staring at an impossible release deadline.
The full version also includes challenges, hidden secrets, alternate endings and 67 Steam achievements. Buma Games separately highlights the production process behind the project, stating that its pixel art and music were made without generative AI. Composer Alon Amit is credited for the music.
The audience was already building before launch
There were signs of momentum before the release. Buma Games reported crossing 13,500 Steam wishlists following June's Steam Next Fest and announced 25,000 wishlists in September. The launch itself was ultimately moved by one day, from September 22 to September 23.
The game launched at a $9.99 US base price with a 10% introductory discount. Steam lists Buma Games and SpaceJazz as publishers; the latter had previously joined the project as Buma Games expanded localization and its reach into Asian markets.
A first-day sales figure cannot say where It's Fine will settle once its launch window is over. It does establish something more immediate: a deliberately small, strange incremental game about the stress of shipping software found 10,000 buyers almost as soon as its own deadline was finally behind it.