Starbreeze Sets Its Sights on Payday

The Swedish game development company, Starbreeze, has experienced significant changes over the past few years. Following the success of titles like Payday 2 and Brothers: A Tale of Two Sons, the company attempted to diversify its portfolio by exploring various projects, including publishing and virtual reality. However, this expansion led to the company being on the verge of collapse after the release of Overkill's The Walking Dead. Today, Starbreeze is a more focused entity, with its primary attention directed towards the Payday series. With the upcoming release of Payday 3 in 2023, the company is poised for a significant milestone. According to CEO Tobias Sjögren, the launch of Payday 3 is a crucial event, but he approaches it with a mix of excitement and nerves, similar to any game release. Sjögren attributes his calm demeanor to advice he received during his time at DICE in Stockholm, where he was reminded that a company is only as good as its next game. This mindset has helped him stay grounded and focused on the present, rather than relying on past successes. Payday 3 is Starbreeze's first major launch in years, and the company is eager to showcase its work. With around 40 million players having experienced the Payday series to date, the game has a substantial following. Payday 2, in particular, continues to perform well, with the company now receiving an 80% revenue share from Steam sales. Starbreeze is also exploring opportunities to adapt the Payday IP into other media, such as TV shows or films. The company has partnered with a production company to develop a TV series based on the game, which Sjögren believes has the potential to thrive in the television format due to its suspenseful gameplay and characters with deeper storylines. While Starbreeze is currently focused on Payday, the company is aware of the risks of relying too heavily on a single IP. To mitigate this, Starbreeze is working on other game projects, including two titles scheduled for release in 2025 and 2027. These games will feature a mix of licensed and original IPs, allowing the company to diversify its portfolio while minimizing risk. The company's strategy involves continuing to develop games-as-a-service, focusing on multiplayer and co-op titles that cater to its community. By doing so, Starbreeze aims to build a strong foundation for long-term growth, rather than relying solely on the success of individual games. The company is also committed to self-publishing and financing its own projects, taking a more active role in the publishing process. Ultimately, Starbreeze is striving to strike a balance between its reliance on Payday and the need to expand its portfolio. By exploring new opportunities, developing additional games, and adapting its IP into other media, the company is working to create a more sustainable and diverse business model.