Starbreeze Entertainment, creator and publisher of the PAYDAY gaming franchise, today announced a partnership with Gamefam, the leading immersive gaming and media company for Gen Z and Alpha communities, to develop a new PAYDAY game on Roblox, launching later this year.
The new Gamefam-developed experience will offer players a distinct new entry point into the PAYDAY universe. Roblox, which now has 145 million DAU (up 70% YoY), continues to grow in importance as a key platform for Starbreeze to connect with its existing PAYDAY fanbase and build all-new fans.
The announcement marks the next step in Starbreeze’s strategy to grow the PAYDAY franchise across platforms, building on the success of Notoriety: A PAYDAY® Experience on Roblox, developed by Moonstone Games under license, which has surpassed 400 million visits and holds a 92% player approval rating, establishing PAYDAY as one of Roblox’s most successful co-op franchises.
Gamefam brings extensive experience developing and operating some of Roblox’s most-played games, with a 50+ game portfolio that has surpassed 37 billion gameplay sessions to date and 16 million daily gameplay sessions. Gamefam has been the go-to Roblox partner for major game publishers including SEGA (Sonic Speed Simulator) and Ubisoft (Brawlhalla) and global brands including Old Navy, Intuit, Paramount and FIFA.
“PAYDAY has an incredibly dedicated and loyal community on Roblox, and we recognise how important these fans are to the franchise’s future,” said Matt Dixon, Chief Growth Officer, Starbreeze Entertainment. “Notoriety has built its own community around both the experience and the IP, and that’s a real achievement. 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. Partnering with Gamefam gives us the capability and expertise to build something new that sits perfectly alongside what Moonstone has created with Notoriety. We’re committed to being where our players are.”
“PAYDAY is one of gaming’s most iconic co-op franchises, and its community on Roblox is a testament to its enduring appeal,” said Bruce Maclean, SVP and Studio GM, Gamefam. “Our game will extend the legacy of PAYDAY with Gen Z and Alpha, right where they hang out daily, while creating something that feels native to the platform and genuinely fun for Roblox players, whether they’re coming in as PAYDAY fans or discovering the franchise for the first time.”
The new experience is in development and further details will be announced ahead of launch.
