Helldivers 2’s Strategy Inspired Arc Raiders’ Business Model

Arc Raiders shifted from a free-to-play model to a $40 paid game, following the example set by Helldivers 2. Embark Studios made the change in 2024, citing influences from Arrowhead’s decision to launch Helldivers 2 as a paid title rather than a free-to-play service.

Patrick Söderlund, founder of Embark, explained the reasoning in an interview with GamesBeat.

"It's something we discussed as the game went from free-to-play to a traditional business model. We basically looked at games like Helldivers and other games and decided, 'OK, that is where we should sit,'" — Patrick Söderlund.

Söderlund also noted the absence of a single-player campaign factored into pricing decisions. He emphasized that a lower price point would make the game more accessible and fair for players.

"We made that decision, whether that was right or wrong one can argue. I like the fact that the game is relatively affordable and that people can come in and try the game," he said.

Embark aimed to offer players perceived value while avoiding the potential backlash of high pricing on a multiplayer-focused title. The $40 price point is intended to balance accessibility with sustainability for ongoing development.

Helldivers 2 demonstrated that a live-service shooter could succeed without free-to-play distribution. Arc Raiders followed this approach, prioritizing a one-time purchase model over microtransactions. The decision reflects a broader shift in how studios assess entry barriers and pricing strategies for multiplayer games.

Read more from this interview: Arc Raiders entered the market during a period when major releases stacked tightly across genres, but its timing reflected a specific concern. From the outset, Arc Raiders was positioned to avoid a collision with GTA 6 rather than established military shooters, shaping its final release date and internal discussions at Embark Studios.