PlayWay S.A. is one particular of the strangest corporations in Poland’s booming video games industry—and also just one of the most profitable. The corporation has developed an expansive catalog of surprisingly mundane games, mostly initial-individual simulators that enable gamers stay out vocational fantasies, such as doing the job in an vehicle shop, renovating houses, or managing a gasoline station. When the company’s games really don’t seem to be like apparent hits, they usually land at or in close proximity to the top of Steam’s world bestseller list—in September, for case in point, Gas Station Simulator debuted in the No. 2 spot.
PlayWay’s capability to produce hits from this sort of curious topics has created it even additional well known with traders, who’ve pushed its market place capitalization up to $751 million (2.94 billion PLN). This will make PlayWay the thirteenth-premier corporation on the Warsaw Inventory Trade, and the 3rd-biggest game titles company—trailing only CD Projekt Red, developers of The Witcher collection and Cyberpunk 2077, and Ten Sq. Online games, the mobile big guiding Let us Fish and Fishing Clash. PlayWay gives shareholders a return on investment proportion that is 50 p.c improved than Facebook’s and Alphabet’s, and all-around the exact same as Apple’s. And it regularly schedules considerable dividend payouts, which includes a recently announced distribution of around $3 per share.
Even though other big games publishers have dealt with climbing generation prices and new competition from the cell market by chopping their launch schedules to a minimal of blockbusters and legacy IP, PlayWay has consistently expanded its output. More than the previous 12 months, the corporation launched 28 new titles, and it has a lot more than 100 new titles in advancement. There is a initially-human being president simulator, a marriage ceremony planner simulator, an animal shelter simulator, a drug seller simulator, a cooking simulator, a truck creating simulator, a crime scene inspector simulator, a gold mining simulator, a soccer referee simulator, a paleontologist simulator, an autopsy simulator, a moon colony simulator, a 911 operator simulator, a pope simulator, and even a Jesus simulator. There are so quite a few games in the works, even Krzyysztof Kostowski, PlayWay’s founder and CEO, has difficulty holding monitor. “It’s from us?” he requested when I mentioned Dolphin Trainer VR through a take a look at to one particular of the company’s offices in Warsaw this summer months.
To make this superior-volume strategy to publishing do the job, PlayWay depends on a substantial community of exterior growth studios, many of which are staffed by just a handful of people working remotely. 1 studio, Baked Video games, is presently building a few game titles with PlayWay from its headquarters in a tiny house on a household road in Czeladź, an hour outside of Krakow. PlayWay is at the moment partnered with 120 these types of studios in Poland—more than a quarter of the 440 total in Poland now. This approach has served PlayWay retain its very own comparatively tiny size—by triple-A publisher standards—with just 40 total-time employees, mainly QA testers and some finance and internet marketing executives. For comparison, CD Projekt Purple employs a lot more than 900 folks, and EA has around 9,800 workforce.
In lieu of lavish marketing and advertising strategies, PlayWay utilizes free of charge demos and stand-by yourself prologues to advertise impending titles, hoping to establish phrase of mouth by giving absent free samples of a larger sized video game thought that will develop into a total products at some later day. (More than the last calendar year, 12 of the company’s 28 releases have been totally free prologues or demos.) The firm feeds off its earlier successes by repeatedly swapping new titles into the suggested slots on the Steam shop webpage for its biggest hits to draw in players to its most recent releases. PlayWay utilizes audience feedback from these totally free demos and prologues, in certain the variety of players who incorporate titles to their Steam wishlist, to determine which game titles need to get more funding for promotion and submit-launch information.
Some players have criticized PlayWay as a sort of pyramid scheme for the awareness economic system, manipulating gamers with an countless array of new titles that may well in no way acquire past tough sketches, clunky collections of environments, products, and task lists. On Polish gaming forums, it’s often derided as a “trailer company” as a substitute of a recreation publisher, one much more interested in creating advertising materials than completed video games. Kostowski disputes this description, insisting that the business will launch every single game it announces. And when there may be creation delays, he states the company is usually as transparent as possible about plan changes as a result of updates to developer blogs and bulletins on each and every game’s Steam web site.