Pullup Entertainment is experiencing a remarkable surge this year, with its diverse portfolio showcasing titles such as Farming Simulator and Space Marine 2, alongside indie and retro games from Dotemu. The company’s in-house studios, including Deck 13 and Dovetail Games, are also contributing to this success, resulting in a staggering quarterly revenue increase of over 130% compared to the previous year. In a recent conversation with The Game Business, CEO Geoffroy Sardin expressed surprise at the strong sales figures for Space Marine 2.
Shifting Dynamics in Game Development
Sardin noted that the industry is currently navigating a phase where projects with limited return on investment are struggling to secure financing. He views this as a necessary adjustment that will ultimately steer the industry back toward a growth trajectory. “So it’s now going through a healthy phase where projects with limited ROI can’t find financing anymore,” he explained. This sentiment comes amid widespread layoffs that have left many developers contemplating their future in the industry. The current instability has also brought to light persistent challenges within triple-A game development, where escalating production costs and extended timelines are fostering risk-averse strategies and uninspired game offerings.
“With the triple-A model, there is massive financial risk with long dev cycles. We’re talking about five, seven, eight, 10 years sometimes,” Sardin remarked. “So we have low agility to find the right audience and low creativity, because we are talking about franchises.” This environment suggests that the market is ripe for mid-budget productions and indie games to flourish.
In contrast, Sardin emphasized the advantages of double-A and indie games, which offer greater agility and resilience. “We can control the budget. There is high creativity to differentiate ourselves. It’s a faster time to market, between one and two years,” he stated. This shift is reflected in the numbers, with the double-A and indie markets currently thriving.
Pullup’s success with titles like Space Marine 2 can be attributed to its focus on creating “highly targeted” games. “We do not design and publish games for everyone,” Sardin clarified. “We design and produce games for someone. And when the execution is right, it ends up resonating with many more people.” This philosophy steers the company away from attempting to capture the broadest market possible. Instead, by honing in on specific player demographics—such as dedicated fans of the Warhammer franchise—their enthusiasm can naturally attract a wider audience.
Sardin pointed out that the PC gaming landscape is particularly conducive to this strategy, as it boasts a passionate and committed audience eager to discover new experiences. Sales data from Steam has indicated a growing interest in double-A and indie games throughout 2023. “Our games have a strong personality. That’s what makes them recognizable and appealing,” he noted, referencing not only Space Marine but also titles like Void Crew and Drova. The recent release of Roadcraft, a simulation game, has also exceeded expectations, showcasing the unique offerings Pullup brings to the table.
