Embark Studios deliberately launched Arc Raiders between Battlefield 6 and Call of Duty: Black Ops 7 in 2025, but avoided Rockstar's GTA 6 entirely. Studio CEO Patrick Söderlund confirmed the strategy in a GamesBeat interview.
“The first dialog we had was obviously centered around GTA," Söderlund said. "We did not want to be close to them. I don't think anyone wanted to be close to them."
Arc Raiders launched in October 2025 as a $40 premium title after abandoning free-to-play plans. The pricing followed Helldivers 2's model, which Embark studied before making the switch. Söderlund said the team wanted to avoid the price being an "offender" to players.
The extraction shooter has sold over 12 million copies across PlayStation 5, Xbox Series X/S, and PC, generating more than $350 million in revenue. It became Steam's top-selling premium game during the 2025 holiday period.
January 4, 2026 marked the game's biggest day ever for daily users, continuing momentum from its successful launch. Arc Raiders attracted over 100,000 concurrent players within its first 30 minutes of availability.
Embark intentionally scheduled the release between Battlefield 6 and Call of Duty: Black Ops 7. "It was absolutely something we did intentionally," Söderlund said. The studio believed its game offered enough uniqueness to compete against established franchises.
The game features PvP elements but doesn't emphasize competitive play. Embark has no plans to add leaderboards or additional PvP systems. "The game isn't about shooting other players," Söderlund explained. "It's a part that we use to craft tension."
Arc Raiders implements aggression-based matchmaking that pairs trigger-happy players with similarly aggressive opponents. This system supports the game's tension-focused design philosophy rather than traditional competitive frameworks.
Embark Studios, owned by South Korean publisher Nexon, previously released The Finals in 2023. That game laid the foundation for Arc Raiders' development according to Nexon representatives. Both titles share technical infrastructure and development learnings.
The studio has received movie and TV adaptation offers for Arc Raiders, though no deals have materialized. Hollywood interest follows the game's commercial success and distinctive social dynamics.
Arc Raiders represents a calculated risk in a crowded shooter market. By avoiding GTA 6's shadow while challenging established military shooters, Embark found a successful niche. The $40 price point and tension-focused gameplay created a sustainable player base.
Bungie will adopt similar pricing for its upcoming PvPvE shooter Marathon, scheduled for March 2026. The $40 premium model appears increasingly viable for multiplayer-focused titles without traditional campaigns.
Embark's strategy demonstrates how mid-tier studios can compete with AAA franchises through focused design and strategic timing. Arc Raiders' success suggests players value distinctive experiences over direct franchise competition.
