Starbreeze to capitalize on Roblox success with second game

Starbreeze is following up its Roblox hit with a second Payday experience, this time developed with Gamefam. The company says Notoriety: A Payday Experience has passed 400 million visits and holds a 92% player approval rating, which is strong proof that the IP can sustain a Roblox-native audience rather than just a one-off licensing play.

For developers, the interesting part is the strategy: Starbreeze is treating Roblox as a parallel entry point into Payday, not just a marketing funnel. That means separate audience targeting, retention design, and likely different content cadence than the mainline franchise. It also shows how publishers can extend an IP through multiple external partners when the first collaboration proves there’s real demand. Roblox’s recent age-based account changes for minors add more context here, since platform policy and audience segmentation are becoming part of the business calculus.