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"We Will Support Dead by Daylight as Long as We Can" – How Behaviour Evolved the Horror Hit Into a...

Behaviour Interactive’s horror‑multiplayer title Dead by Daylight exploded from a modest 300,000‑copy forecast to over 60 million copies sold in a decade. Originally a filler project born from the abandoned Naughty Bear prototype, it grew from a 30‑person effort to a studio‑wide pillar supporting Behaviour’s 1,300‑employee operation. The game transitioned into a live‑service model, adding a battle‑pass and regular content drops, while maintaining a low‑paywall philosophy. Behaviour now leverages the franchise for spin‑offs, comics, and a film, aiming to keep the IP alive for another ten years.