What in HELL is Bad?

Simulation· Sexual Content· LGBTQ+· Nudity

Released Jun 2025

What in Hell is Bad? is a sinful otome strategy game where seductive devils fight in real-time tower defense battles. Touch, tease, and tempt your way through Hell while commanding the infernal armies—led by seven dangerously handsome devil lords and the 72 devils of Solomon.

62% positive · 246 reviews

Not yet

Released, ongoing live service game

High confidence

Live Service

Not yet

Released, ongoing live service game

High confidence

Live Service

Where to get it

Free on Steam

Steam Free

Evaluation

What in Hell is Bad? is a free-to-play otome strategy game that launched on Steam on June 13, 2025, operating as a live service. The game was already running on mobile platforms before its Steam debut — news posts from October 2025 celebrated a "2nd anniversary," confirming the game had been live for at least a year prior to arriving on Steam. The developer has maintained a relentless, high-frequency update cadence throughout the game's Steam life. Since the previous evaluation, four more major content updates have shipped: update 1.9.14 (July 2, 2026) with a new L-grade character and event story, update 1.9.15 (July 21, 2026) with a new beach-themed character, update 1.9.16 (August 5, 2026) with a new swimsuit character and event story, and most recently update 1.9.17 (September 3, 2026) featuring a birthday celebration for Lucifer, a new tanning-themed character, and a new event story. That brings the total to 16 major content updates scanned across the game's news history, arriving roughly every 2–5 weeks without interruption. Each update follows the same live service structure: new limited-grade (L-grade) characters with monetized Chance-Up Summon banners, Nightmare Pass content, rotating limited-time event stories, and seasonal or birthday celebrations. This is a game designed to deliver content in a continuous, never-ending cycle rather than building toward any defined endpoint. There is no indication from the developer that content delivery is slowing or winding down.

Evidence

Update 1.9.17 adds new L-grade character 'Beelzebub (Tanning)' with Chance-Up Summon and Nightmare Pass, a new event story, and Lucifer birthday celebration

news post · Sep 3, 2026 source development ongoing

high

Update 1.9.16 adds new L-grade character 'Leviathan (Swimsuit)' with Chance-Up Summon, new event story, and new A+ character 'Shax'

news post · Aug 5, 2026 source development ongoing

high

Details

Developer

Prettybusy Co., LTD

Publisher

Prettybusy Co., LTD

Achievements

—

Platform

Windows

Controller

—

Steam Deck

Playable

Players

Single-player

Sexual Content Simulation LGBTQ+Nudity Female Protagonist Free to Play Romance Demons 2D Immersive Sim Animation & Modeling Otome Fantasy Tactical Combat

About this game

Descend into a devilishly romantic war between Heaven and Hell in What in Hell is Bad?, an immersive otome strategy game where love burns hotter than fire and danger lurks behind every kiss.

Play as the last descendant of Solomon, bound by fate to seven alluring demon lords and the legendary 72 demons of Hell. Trapped in a world where angels wage war, devils scheme in shadows, and your heart becomes the ultimate battlefield, you must form pacts, awaken power, and navigate a web of forbidden desire.

Command powerful units in real-time tower defense battles. Unlock intimate full-voice scenes. Touch, tease, and grow closer to your demon companions with every interaction — even as Heaven plots your downfall.

This is more than a game of love. It’s a fight for the soul of Hell itself.

KEY FEATURES

🔥 Sinful Romance Meets Strategic Combat – Experience an intense blend of real-time tower defense and otome storytelling. Every battle and every choice draws you deeper into a twisted love story.

😈 Seven Devilishly Handsome Demon Lords – From the prideful Lucifer to the lazy but seductive Belphegor, fall for a cast of unforgettable lords each representing one of the seven deadly sins.

🔮 Summon the 72 Demons of Solomon – Build your army from legendary infernal beings and lead them into stylish, fast-paced battles against angels and rivals alike.

💋 Touch, Tease, and Tempt – Get closer to your chosen demon through interactive touch mechanics and unlock scenes that are fully voiced and filled with temptation.

🌌 A Dark Fantasy Like No Other – Unfold a story of forbidden pacts, tragic secrets, and unexpected tenderness in a war-torn realm where even Hell can be beautiful.