adminNo More Robots is preparing to release its first self-developed game, Cruise Control, after nine years as an independent publisher. Founder Mike Rose says the project grew from a major development pivot, while the company’s experience with hits such as Descenders has shaped how it approaches budgets, launches and the unpredictable indie market.
Image credit: No More Robots
Mike Rose, nine years ago | Image credit: Mike Rose
No More Robots moves from publishing to development
The five-person team originally spent three years developing an online, team-based shooter. The project began after Rose spoke with Dan Foster, who joined the company to work on console ports and brought online multiplayer experience from his time at Team17. A large company showed interest, but eventually decided the game was not the right fit.
The decision to step away came at a difficult moment. With a small team, launching a multiplayer shooter without a partner would have been a significant risk. The release of Concord, which was quickly withdrawn from sale, also highlighted how challenging the online shooter market could be.
No More Robots put the project on hold and looked for something its team could make more quickly. Cruise Control began with the name and developed into a cruise ship management concept. It has since shifted toward a puzzle game, with Mini Motorways among its inspirations. The earlier management-game direction drew comparisons to Two Point Hospital and Two Point Museum.
No More Robots initially developed a shooter before changing direction to make Cruise Control | Image credit: No More Robots
Cruise Control is the company’s first self-developed project, so its financial prospects differ from those of a published game. Rose has said that the studio could earn three or four times as much from each sale compared with the smaller share it usually receives as a publisher. That potential also comes with greater responsibility and pressure.
Cruise Control is No More Robots’ first self-developed title | Image credit: No More Robots
If Cruise Control performs well, the studio may revisit its paused shooter. Rose has considered adapting it into a player-versus-environment experience rather than pursuing a player-versus-player launch. For small teams, limiting online infrastructure and competition can make a project more manageable.
Why No More Robots keeps budgets cautious
Rose describes recent years in the games industry as especially difficult for many studios. No More Robots did not expand significantly during the COVID-era boom, partly because growth felt risky. That decision meant the company avoided some of the large-scale cuts that affected businesses that had grown quickly.
At the end of 2021, the company shared its profits with staff. When the following year did not bring the same level of earnings, the studio was able to return to breaking even without having to support a much larger team. Rose has described that outcome as partly accidental: keeping the company small left it more resilient when revenue changed.
Many No More Robots releases, including Descenders, Hypnospace Outlaw and Yes, Your Grace, were made on five-figure budgets. The publisher increased spending on a few projects during the pandemic period, but has since returned to lower budgets for most games. One exception is Another Door, an upcoming multiplayer roguelike with a budget of $180,000.
Hypnospace Outlaw was an early hit for No More Robots | Image credit: Tendershoot/Michael Lasch/ThatWhichIs Media/No More Robots
Small budgets can help reduce the financial risk of an unpredictable launch. Rose says a game needs to be sustainable even if it performs moderately, rather than depending on a breakout success to keep the company afloat. This approach is especially useful in indie publishing, where audience response can be difficult to forecast.
Thank You for Your Application launched in June | Image credit: IceLemonTea Studio/No More Robots
Thank You for Your Application attracted strong attention, but Rose says he signed it because he liked its document-checking concept, not because a major hit was guaranteed. The game was developed by a Chinese student team. For publishers, assessing whether a project’s costs remain manageable if sales are ordinary can be as important as spotting its potential to become popular.
How Descenders became a long-running hit
Descenders, released in 2017, remains No More Robots’ biggest success, with revenue exceeding $35 million. The game was made on a small budget, and Rose has noted that around half of its sales came during the year leading up to the interview. Sales rose between April and September 2025 without one clear explanation.
Descenders was No More Robots’ first release and its biggest hit | Image credit: RageSquid/No More Robots
Rose believes the game’s simple controls may help explain its broad appeal. Players can quickly get on a bike and ride, while the lobby’s ramps give them space to keep moving without needing to follow a complicated objective. The studio had initially expected mountain biking enthusiasts and older players to be its main audience, but many Steam reviews came from younger players enjoying the straightforward ride.
Descenders’ accessibility also led No More Robots to discuss a possible version for Roblox. The conversations lasted about six months and involved a ten-step approval process. Roblox ultimately declined, with CEO Dave Baszucki reportedly concerned that the concept was too different from what users already knew on the platform. The publisher considered funding the adaptation itself but decided the unfamiliar platform made it too risky.
The extreme sports-focused sequel Descenders Next launched in 2025 | Image credit: RageSquid/No More Robots
The company has remained focused on PC, after a period when it released more console-oriented titles through Game Pass. Rose has described those deals as valuable for smaller games, but the studio’s current focus is on finding projects that suit its publishing approach and audience.
What wishlists can—and cannot—tell a publisher
For Rose, the shape of a Steam wishlist graph can be more informative than a single high number. A steady increase in wishlists on ordinary days suggests that players are discovering a game organically. Spikes around influencer campaigns or marketing events can be useful, but they do not necessarily show that interest will continue once promotion stops.
Another Door has attracted thousands of wishlists a day without a marketing push, according to Rose. Influencer activity has produced still larger increases. He sees that pattern as an encouraging signal, although wishlists are not a guarantee of sales. Publishers should consider whether interest is sustained, how it changes over time and whether the game can succeed without an exceptional launch.
Another Door has been attracting wishlist interest | Image credit: Mizar and Alcor Interactive/No More Robots
Rose believes Another Door could become a major release for the company, but its launch is still ahead. The practical lesson for developers and publishers is to treat early interest as one indicator among several, rather than as a certain prediction of commercial performance.
The next challenge for No More Robots
After nine years, Rose says he still enjoys the work but feels drained and would like to take on a new challenge in the future. He continues to handle many of the publisher’s operations, and even a successful release such as Thank You for Your Application brought considerable pressure and sleepless nights.
No More Robots’ story so far combines careful spending, a willingness to change direction and the occasional unexpected hit. Cruise Control will test the company in a new role as a developer, while Descenders shows how a game can find a larger audience long after its first release. For No More Robots, the key will be balancing ambition with budgets and launch expectations that remain realistic.
