Saber Admits Their Whole Business Model Runs on ‘FOMO’

The release of Warhammer 40K: Space Marine 2 has been a game-changing moment for developer Saber Interactive. With a record-breaking launch, selling over two million copies in just two weeks, the game’s success has far surpassed expectations.

As the team enjoys the post-launch success, they’ve begun sharing more about the strategies behind the game’s design and its future updates. Saber’s Chief Creative Officer, Tim Willits, has revealed that much of the company’s strategy revolves around capitalizing on the “fear of missing out” (FOMO).

Space Marine 2’s Unprecedented Success Should Be The Sign of a Bright Future

FOMO has proven to be an immensely effective tool in modern gaming. Saber Interactive has leaned on this strategy to fuel player engagement and monetization. Tim Willits brought FOMO up when talking to IGN about the game’s post-launch success.

There’s always one guy that says, ‘guys, come on, there’s new stuff coming up.’ And then, ‘okay,’ so three other people are like, ‘it’s only five bucks, let’s buy it.’

Willits explained how the game’s success encourages more players to join in, especially when new content, such as classes or story expansions, is released.

And so you get this kind of group FOMO thing going on that really helps. And we had so much success with that model. That’s what we’ll do.

This FOMO-driven approach isn’t new for Saber. Their earlier game, World War Z, thrived on similar principles, maintaining a loyal player base through regular updates and new content. The release of a new class or DLC in World War Z consistently led to sales spikes, a model they are now replicating with Space Marine 2.

But the FOMO model can be both a blessing and a curse. On one hand, it provides value to players by offering exclusive content, characters, and events, creating a sense of accomplishment for those who can access it. On the other hand, it can lead to frustration among players who miss out.

We Can’t Wait To See Where Saber Takes Us Next

FOMO doesn’t just manipulate consumer behavior—it has a significant impact on how developers plan their long-term content strategies. Saber’s post-launch plans are proof of this. Initially, they intended to release just a handful of updates, but the strong player response has changed everything.

FOMO really has ruined my enjoyment with video games
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New classes and DLC are now on the table, and Saber’s team is openly considering story-based expansions that could give players more looks into the universe. Willits confirmed that ideas for a potential Space Marine 3 are already floating, signaling that the current success sets the stage for future titles.

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Rather than front-loading a game with all its content at launch, studios are increasingly adopting a service model. This means that, instead of completing a game and moving on, players are continually drawn back with the promise of new features.

But while FOMO might help boost sales and maintain player interest in the short term, it raises questions about the long-term sustainability of such a business model. Constant updates and new content are resource-intensive, requiring a large team to consistently deliver quality experiences.

This kind of pressure on developers can lead to burnout or rushed content that fails to meet the high standards set by previous updates. Willits acknowledges that success can bring its own set of challenges, where the drive to maintain high quality can lead to overstress within the development team.

What do you think of the FOMO aspect of games these days? Let us know in the comments!