Starbreeze Sets Sights on Payday's Future

The Swedish gaming firm Starbreeze has undergone significant transformations in recent years. Following the success of titles like Payday 2 and Brothers: A Tale of Two Sons, the company expanded its ambitions, exploring opportunities in publishing and virtual reality. However, this period of rapid growth was short-lived, as the company faced financial difficulties after the release of Overkill's The Walking Dead. Today, Starbreeze is a more focused entity, with its attention centered on the Payday series. The upcoming release of Payday 3 marks a crucial milestone for the company, and CEO Tobias Sjögren is cautiously optimistic about its prospects. Despite the high stakes, Sjögren approaches the launch with a sense of calm, drawing on his past experiences in the industry. He recalls advice from his time at DICE, where he was reminded that a company is only as good as its next game. This mantra has stayed with him, and he recognizes that Payday 3 is essential to Starbreeze's future success. With a vast player base of over 40 million, the Payday franchise remains a vital component of Starbreeze's revenue stream. The company continues to support Payday 2, which remains a profitable title, and Sjögren is keen to highlight its enduring popularity. In addition to its gaming endeavors, Starbreeze is exploring opportunities to adapt the Payday IP for television and film. A partnership with production company Stockholm is already in place, and Sjögren believes the franchise's blend of action, suspense, and character-driven storytelling makes it an attractive prospect for audiences. While the company's focus on Payday might seem like a gamble, Sjögren is aware of the need to diversify and expand Starbreeze's portfolio. The company has two new game projects in development, slated for release in 2025 and 2027, which will feature a mix of licensed and original IP. Sjögren's strategy is centered on building a sustainable growth trajectory, with a focus on games-as-a-service, multiplayer, and co-op titles. By leveraging its strengths and catering to its community, Starbreeze aims to establish a more stable foundation for the future. Ultimately, the company's goal is to broaden its portfolio, expand its consumer reach, and capitalize on the value of its IP, including the Payday franchise.