How a Game Earned Over $250,000 After Being Given Away for Free

It might seem counterintuitive to give away a title for free, but doing so proved to be a lucrative masterstroke for the team behind Graveyard Keeper. Over the course of a recent promotional window—spanning from Thursday through Monday afternoon—developer Lazy Bear Games and publisher tinyBuild offered their popular 2018 medieval cemetery management simulator at zero cost, resulting in a surprising windfall.

“Many people question whether it’s worthwhile to give away a game like this,” tinyBuild CEO Alex Nichiporchik remarked in a post on X. He revealed that the promotion generated over $250,000 in revenue specifically through DLC sales on Steam alone, noting that console data has yet to be accounted for. “The strategy makes perfect sense when you have a robust library of downloadable content,” he added.

Graveyard Keeper currently features three major expansions, plus an original soundtrack and art book, all of which are available in a bundled package. Capitalizing on the influx of new players, this bundle is currently marked down by 80%, priced at just $8.35.

This aggressive giveaway was primarily designed to ignite anticipation for the upcoming sequel, which was officially unveiled just as the free offer went live. In a follow-up update, Nichiporchik confirmed that Graveyard Keeper 2 has already secured over 450,000 Steam wishlists, vaulting it into the platform’s top 100 most-anticipated titles.

While Graveyard Keeper 2 is slated for a 2026 release, the original game has returned to its standard price point. However, prospective players can still snag it for a significant bargain; it remains on sale for $3.99—an 80% discount—on Steam through April 17.

Source: Polygon