Starbreeze is expanding its reach with a new partnership with Gamefam to develop an all-new Payday game on Roblox. While the studio has yet to declare Payday 3 dead, this move targets Gen Z and Alpha communities through a fresh, immersive entry point. The untitled project is set to debut later this year.
This will mark the second Payday experience on the Roblox platform, following Moonstone Games' Notoriety: A Payday Experience in 2024.
Expanding the Heist Universe
Starbreeze chief growth officer Matt Dixon noted that the partnership is about player immersion and accessibility. "Our primary goal is to entertain our players, and that means giving them even more ways to enjoy Payday content and immerse themselves in the world of heisting," Dixon said.
He added that Gamefam's expertise will allow for a product that sits perfectly alongside Moonstone’s previous creation. This aligns with Starbreeze's March announcement regarding a new VR title, emphasizing a desire to expand through licensing and new formats.
The Uncertain Future of Payday 3
Despite these expansions, the studio is still grappling with the performance of Payday 3. Even as Starbreeze implements layoffs and cancels certain development projects to focus on its flagship title, concurrent player counts for Payday 3 on Steam remain underwhelming compared to the massive success of Payday 2.
While these new projects are handled by external studios, they represent a significant shift in how Starbreeze manages its intellectual property. Gamefam brings significant experience to the table, having worked with several major entities:
- Sega (Sonic Speed Simulator)
- Ubisoft (Brawlhalla)
- Global brands including Old Navy, Intuit, Paramount, and FIFA.
More details regarding the upcoming Roblox title will be announced ahead of its official launch.
