Starbreeze Sets Its 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 attempted to diversify its portfolio by venturing into publishing and virtual reality. However, this expansion ultimately led to the company's near-collapse after the release of Overkill's The Walking Dead. Today, Starbreeze has narrowed its focus, with Payday being its primary priority. The upcoming release of Payday 3 in 2023 marks a crucial milestone for the company. CEO Tobias Sjögren views this launch as a normal part of the game development cycle, despite the high stakes. Sjögren's experience in the industry has taught him to remain grounded, recalling advice he received during his time at DICE: 'You are never better than your next game.' This mantra has stuck with him, and he acknowledges that the company's past successes do not guarantee future triumphs. With around 40 million players and a steady revenue stream from Payday 2, Starbreeze is now looking to expand the Payday franchise into other mediums, including a TV show or film, through a partnership with Stockholm-based production company. The idea of adapting Payday into other formats is not new, but Sjögren believes the IP has tremendous potential for television or film, thanks to its suspenseful gameplay and character-driven storylines. While Payday may not have the same level of narrative depth as other successful game-to-TV adaptations, its characters and world offer a unique blend of action and intrigue. Starbreeze is cautious not to put all its eggs in one basket, though. The company is developing two new games, slated for release in 2025 and 2027, which will feature a mix of licensed and original IP. This strategy aims to mitigate risk while allowing the company to focus on its strengths in games-as-a-service, multiplayer, and co-op titles. By broadening its portfolio and revenue streams, Starbreeze seeks to establish a more stable foundation for long-term growth, avoiding the pitfalls of its previous expansion attempts.