Dead by Daylight's Live-Service Success: Developers Reveal 'Start by Not Making a Live Game' Strategy

As Dead by Daylight nears its 10th anniversary, the team at Behaviour Interactive has unveiled their key to sustaining a thriving live-service game: "You have to start by not making a live game." In a discussion with IGN at the Game Developers Conference 2026 (GDC), head of partnerships Mathieu Cote and creative director Dave Richard delved into the studio's approach, reflecting on their journey with the asymmetrical horror title.

Richard explained that Behaviour has kept Dead by Daylight vibrant by constantly "reinventing ourselves" and "listening to our community." Over the years, this has involved adapting to player feedback, introducing new modes, Killers, Survivors, and gameplay adjustments as the market evolved. However, when the game launched on June 14, 2016, it wasn't designed as a live-service product. Instead, Cote and Richard believe its longevity stems from initially focusing on creating a game that was endlessly replayable and fun.

"We built a game, and over time, because players kept returning and engaging with it, we gradually added more features, transforming it into a live-service experience," Cote said. "That wasn't the goal at launch. We weren't aiming to trap people in an endless loop or a hamster wheel. Our vision was to craft an infinite moment generator—a game you could play repeatedly, always enjoying it and facing unpredictable challenges."

Initially, Dead by Daylight lacked many elements now associated with live-service games. The Rift Pass, Behaviour's version of a battle pass, didn't arrive until late 2019, and an in-game store was only added in summer 2018. Richard noted that today's industry often demands these features from day one, which can be costly and lead to compromises. "If you have to cut core game elements to include a store, everyone loses," he added.

Cote suggested that their strategy could be replicated, but it begins with avoiding the live-service label upfront. He acknowledged this might seem "counterintuitive," but it allowed them to refine the core gameplay and address early issues. For instance, they once prioritized adding an extra Killer over including an in-game tutorial.

"The potential was clear, and players could envision the dream alongside us as we developed it," Cote continued. "We expanded the game gradually, but it was a challenging process. Making tough choices, like sacrificing features for a battle pass or store before launch, is difficult."

Dead by Daylight recently launched its All Kill: Comeback chapter and will mark its 10th anniversary this June. Recent updates have brought characters from franchises like Stranger Things, The Walking Dead, Five Nights at Freddy’s, and Tokyo Ghoul. For more insights, check out our full interview with Richard and Cote later today, and read about why Behaviour has no plans for a sequel.