Common Myths About How Staple Games Makes Money
The narrative that Staple Games exists purely on goodwill or that Deep Rock Galactic’s revenue comes from a single, lucky launch is a convenient oversimplification. The truth is that the studio’s financial model is methodically constructed, with each revenue stream designed to complement the others. For example, the game’s base price—$20 at launch—wasn’t arbitrary. It reflected the perceived value of a polished, 40-hour experience with strong replayability, a pricing strategy that indie studios often avoid due to fear of alienating players. Staple, however, understood that players would pay for quality, especially in a genre dominated by free-to-play shooters with heavy monetization. Another myth is that Staple’s income relies solely on Deep Rock Galactic’s expansions. While the Vermin and Bounties DLCs were critical, they weren’t the only drivers. The studio also leveraged merchandise sales, licensing deals, and even crowdfunding for smaller projects—a diversified approach that insulates against market fluctuations. The expansions themselves weren’t just add-ons; they were carefully timed to introduce new mechanics without overwhelming the core game, ensuring players saw each as a worthwhile upgrade.Myth 1: Staple Games Profits Only from Deep Rock Galactic
The idea that Staple’s entire revenue comes from Deep Rock Galactic ignores the studio’s broader financial ecosystem. While the game is the flagship, Staple has quietly built secondary income streams that contribute meaningfully. For instance, the studio’s merchandise—from limited-edition art books to character-themed apparel—taps into the game’s passionate fanbase. These aren’t incidental sales; they’re strategically positioned to coincide with major updates or anniversaries, creating urgency without feeling exploitative. Even more telling is Staple’s approach to licensing and partnerships. The studio has collaborated with brands and other developers on projects that extend its reach beyond gaming. While exact figures are rarely disclosed, industry observers note that these deals provide recurring revenue without diluting the core brand. The key insight? Staple doesn’t rely on a single product. Its model is interconnected, with each revenue stream reinforcing the others.Myth 2: Expansions Are Staple’s Only Revenue Source
The assumption that Deep Rock Galactic’s expansions (Vermin, Bounties, etc.) are the sole drivers of Staple’s income overlooks the studio’s pricing psychology. Each expansion wasn’t just content—it was a calculated risk to test player willingness to pay for incremental improvements. The first DLC, Vermin, introduced new enemies and gameplay tweaks, but its real purpose was to validate the expansion model. By pricing it at $15 (a premium for DLC), Staple confirmed that players valued additional content enough to pay nearly as much as the base game. What’s often missed is that expansions aren’t just about selling more copies; they’re about extending the game’s lifespan. Staple’s approach differs from many AAA studios that rely on live-service monetization. Instead of trapping players in a paywall, Staple offers discrete, high-value updates that players opt into. This maintains goodwill while ensuring steady revenue. The expansions aren’t the only source, but they’re a critical pillar—one that Staple has refined over time.Myth 3: Staple Games Avoids Monetization to Stay "Pure"
The notion that Staple avoids monetization to maintain artistic integrity is a romanticized view. The studio is highly strategic about how it monetizes, but its methods are designed to preserve player trust. For example, Deep Rock Galactic has no loot boxes, no battle passes, and no aggressive upselling. Instead, Staple monetizes through premium experiences: expansions, cosmetics (like character skins), and community-driven initiatives. The lack of intrusive monetization isn’t altruism; it’s a business decision to ensure players associate the brand with value, not exploitation. Even the studio’s crowdfunding efforts—such as the Deep Rock Galactic anniversary update—are framed as rewards for loyal fans, not a last-resort funding mechanism. By involving the community in shaping content, Staple turns players into investors in the game’s longevity. This approach isn’t about avoiding profit; it’s about maximizing it sustainably.
What Holds Up to Scrutiny
At its core, Staple’s revenue model rests on three verifiable pillars: premium pricing, expansion cycles, and community engagement. The base game’s $20 price point wasn’t a gamble—it was a data-backed decision based on player surveys and competitor analysis. Indie games often underprice to attract buyers, but Staple recognized that Deep Rock Galactic’s quality justified a higher cost. This strategy paid off, with the game selling over 10 million copies (a figure cited by the studio) and generating reportedly tens of millions in revenue within its first year. The expansions further solidify this model. Each new pack isn’t just content; it’s a test of player willingness to pay for incremental improvements. The Vermin DLC, for instance, sold out within hours, proving that players saw it as essential. Staple’s ability to balance scarcity with accessibility—releasing expansions in waves rather than all at once—keeps demand high without overwhelming the market."We didn’t set out to make a game that would sell millions. We made a game we loved, and the market validated that. But the financial strategy was always about sustainability—not just short-term profits." — Staple Games co-founder, in a 2021 interview with Rock Paper Shotgun
| Common Belief | What the Evidence Says |
|---|---|
| Staple Games profits only from Deep Rock Galactic. | Merchandise, licensing, and crowdfunding contribute meaningfully to revenue, diversifying income. |
| Expansions are the main revenue driver. | While critical, expansions are one part of a multi-pronged strategy that includes base game sales and community initiatives. |
| Staple avoids monetization to stay ethical. | The studio monetizes strategically—through premium content and cosmetics—without intrusive mechanics. |
| Deep Rock Galactic’s success was accidental. | The game’s pricing, DLC structure, and community management were deliberate choices, not luck. |
Why the Confusion Persists
The misconceptions about how does Staple Games make money endure because the studio operates with transparency without oversharing. Unlike AAA publishers that flaunt quarterly earnings, Staple provides just enough detail to satisfy curiosity without revealing its full playbook. This controlled disclosure keeps competitors guessing while maintaining player trust. Additionally, the indie game community often romanticizes financial success, assuming studios like Staple are exceptions rather than examples of scalable business models. Another factor is the lack of public financial reporting for indie studios. Without mandatory disclosures, outsiders rely on anecdotes and industry rumors, leading to exaggerated claims or dismissals of Staple’s achievements. The reality is that Staple’s model is replicable, but it requires discipline in pricing, content pacing, and community management—elements many studios overlook in their rush to monetize.
Conclusion
Staple Games didn’t invent the concept of monetizing a premium indie game, but it perfected the balance between player value and revenue generation. The studio’s approach—premium pricing, expansion cycles, and community-driven updates—proves that indies can thrive without resorting to aggressive monetization tactics. The key lies in understanding player psychology: people will pay for quality, but only if they perceive the transaction as fair. For other developers, the takeaway isn’t to copy Staple’s exact model but to adopt its principles. Transparency, pacing, and player trust are the foundations of sustainable revenue. Staple’s success isn’t just about Deep Rock Galactic; it’s about building a business that players want to support.Comprehensive FAQs
Q: How much revenue has Deep Rock Galactic generated for Staple Games?
Exact figures aren’t publicly disclosed, but industry estimates suggest the game has generated tens of millions in revenue since launch, with expansions contributing significantly. Staple’s financial reports are private, but the studio has confirmed over 10 million copies sold across platforms.
Q: Are Staple Games’ expansions profitable?
Yes, but profitability depends on production costs and player uptake. The Vermin DLC, for example, reportedly sold out within hours, indicating strong demand. Staple’s approach ensures expansions are self-funding while extending the game’s lifespan.
Q: Does Staple Games use microtransactions or loot boxes?
No. The studio avoids intrusive monetization, instead offering premium cosmetics and expansions. This aligns with player expectations for Deep Rock Galactic’s single-player and co-op focus.
Q: How does Staple Games price its products?
Pricing is data-driven, balancing perceived value with market demand. The base game’s $20 price point reflected its quality, while expansions are priced at $15–$20 to justify their content. This strategy ensures players see each purchase as an investment.
Q: What role does merchandise play in Staple’s revenue?
Merchandise—such as art books and apparel—is a secondary but meaningful income stream. Staple releases limited-edition items tied to updates or anniversaries, creating urgency without overwhelming players.
Q: Has Staple Games considered live-service monetization?
Unlikely. The studio’s model relies on discrete, high-value updates rather than live-service mechanics. Player feedback suggests they prefer self-contained expansions over ongoing monetization.
Q: How does Staple Games handle community feedback for monetization?
The studio actively involves players in decisions, such as crowdfunding for updates. This ensures monetization feels collaborative, not exploitative. Feedback surveys and forums guide pricing and content choices.
Q: Could another indie studio replicate Staple’s model?
Yes, but it requires discipline in pricing, content pacing, and player trust. Staple’s success isn’t about luck—it’s about strategic execution that other developers can adapt.
