GamesCity BuilderManor LordsSteam’s most-anticipated city-builder is set to make millions, but for Manor Lords' CEO, “I don’t think the money weighs that heavily"When you purchase through links on our site, we may earn an affiliate commission.Here’s how it works.
GamesCity BuilderManor LordsSteam’s most-anticipated city-builder is set to make millions, but for Manor Lords' CEO, “I don’t think the money weighs that heavily"When you purchase through links on our site, we may earn an affiliate commission.Here’s how it works.
When you purchase through links on our site, we may earn an affiliate commission.Here’s how it works.
(Image credit: Slavic Magic)
Manor Lords is poised to become the next big indie hit on Steam. A medieval city-builder with a development narrative to match Stardew Valley, the weeks ahead of its release have seen it become the most-wishlisted game onValve’s platform, with more than three million prospective buyers. If everything goes to plan, it stands to make its solo developer an awful lot of money, pretty much overnight. But that’s not really what the people behind the game care about.
“The things that Greg cares most about are the game being good and players being happy. That’s where his focus is.” Tim Bender is the CEO of Hooded Horse, a strategy game-focused publisher that’s also primed to get a healthy influx of revenue when Manor Lords releases. As I speak to Bender, we’re only three days out from release. Manor Lords' single developer, Greg Styczeń, is busy ensuring that the game is ready for launch.
“I don’t think the money aspect weighs that heavily,” Bender continues. “I mean, I think it’s been clear for a while that things will end up financially good.” Even the simplest back-of-the-napkin math supports that claim; a traditional baseline expectation is that a game will convert around 10-20% of its wishlists in its first week. At three million and counting, that’s 600,000 sales. Valve takes a cut, of course, and Hooded Horse’s regional pricing means that pinning down a single figure is tricky, but there’s millions of dollars in potential revenue on the table for Manor Lords.
Manor Commoners
(Image credit: Hooded Horse)
But just like Styczeń, that’s not a figure that seems to concern Bender too much. Baked into Hooded Horse’s company values is the idea that “we can ignore profits when we should. We’re not non-profit or anything, but everyone agrees on it not being the only motive.” The company’s entire investor base is private individuals, and so while making money is the long-term goal, “our staff getting paid well and treated well, and the customers being happy with our product” remains more important.
In the context of the last 18 months, it’s a refreshing strategy. While several major companies have laid off tens of thousands of staff since 2023 - often in the pursuit of constant growth - Hooded Horse takes a different approach. Bender’s wife, Snow, is the company’s CFO and president, and he speaks at length about the effort she’s gone to to make sure that the publisher remains sustainable. It’s her efforts that ensure that monthly costs are always covered, and that any extra money is put aside to cover any extra expenses - expenses like Manor Lords' six-month delay.
At the start of our conversation, I ask Bender how he’s feeling about launch. He seems remarkably relaxed, pointing out all the work that’s been put in before now to ensure this goes smoothly. Pressed on that, he mentions marketing, localization, quality checks, but “probably one of the biggest things was the decision to delay back from October of last year, and to allow an additional six months to really allow development.”
“We could have released it back then. People have been clamoring for a release ever since the October 2022 demo.” That demo, part ofSteam Next Fest, was what really set Manor Lords on its path to success, but Styczeń and Hooded Horse committed to taking another year before release, and then adding another six months after that. “It was really not about ‘when can we release?’ Or ‘What’s the shortest time we can release it? What’s the minimum thing that we could try to offer, but really doing our best to deliver a really good experience?'”
Sign up to the GamesRadar+ Newsletter
Weekly digests, tales from the communities you love, and more
History Boy
(Image credit: Slavic Magic)
That decision seems to have paid off. In its last six months, Manor Lords’ growth has been exponential. It crossed two million wishlists back in January. Not long after that, itdethroned Hades 2 to become the most-wishlisted game on Steam,before hitting the 2.5 millionmark earlier this month. It had only taken 12 weeks to garner those extra 500,000 players, but it took less than one week to do it all again - just six days after hitting 2.5 million,Manor Lords topped 3 million wishlists.
I ask Bender what’s drawing all those players in, and indeed what drew Hooded Horse to Manor Lords in the first place. As a strategy-focused publisher, he says that Hooded Horse was uniquely placed to understand the game’s potential, not least its ability to be multiple things to multiple different kinds of players.Styczeń has made clear that this isn’t an RTS or a Total War-killer, but Bender notes that there are still multiple ways to play. “You can set it to a very peaceful mode and just raise sheep, build up the town, or set it to battle modes in which you’re facing more and more pressure.” That potential to craft their own experience, from something akin to a ‘cozy game’ all the way up to a high-pressure horde defense, is a big part of Manor Lords' universal draw. But there’s another aspect too.
Ahead of launch, check out our early accessManor Lords review.
CATEGORIESPC GamingPlatforms
CATEGORIES
More about city builder
Overthrown is a unique sandbox game “relative to most of the genre,” with an ever-changing world that separates itself from genre giants like Minecraft
Overthrown is a unique sandbox game “relative to most of the genre,” with an ever-changing world that separates itself from genre giants like Minecraft
LatestI didn’t know how badly I wanted to grill and gobble up monsters until this upcoming survival roguelike made it look so tastySee more latest►
Latest
I didn’t know how badly I wanted to grill and gobble up monsters until this upcoming survival roguelike made it look so tasty
I didn’t know how badly I wanted to grill and gobble up monsters until this upcoming survival roguelike made it look so tasty
I didn’t know how badly I wanted to grill and gobble up monsters until this upcoming survival roguelike made it look so tasty
See more latest►
Most PopularSpy x Family season 3: Everything we know so farOne of 2024’s best anime shows subverts all expectations, but that’s its biggest strengthHow Final Fantasy 7 Rebirth represents the best of Final Fantasy’s past while charting a course for the futureI’m proclaiming 2024 to be the year of outstanding indie puzzle gamesThe Inside Out 2 panic attack scene is one of the best depictions of anxiety ever – and something Pixar director Kelsey Mann is incredibly proud of: “I couldn’t be happier"Marvel Rivals has what it takes to shake up the PvP shooter genre if it can maintain its hero fantasy while also making balance changesForget AAA: this year, all I wanted to do was optimize my conveyor belts in Satisfactory2024 was the year The Legend of Zelda lived up to its name, and the result was a bit like mixing rock salt and floral nectarAmid Oscar buzz, Zoe Saldana opens up on her new perspective on Hollywood and why she’s only really proud of Avatar and Emilia Pérez: “I think I just have to accept who I am as a creative person"The Rings of Power season 2, episode 7 is the show’s version of The Two Towers – and it’s the best episode of TV released all year32 movies that spawned iconic internet memes
Most PopularSpy x Family season 3: Everything we know so farOne of 2024’s best anime shows subverts all expectations, but that’s its biggest strengthHow Final Fantasy 7 Rebirth represents the best of Final Fantasy’s past while charting a course for the futureI’m proclaiming 2024 to be the year of outstanding indie puzzle gamesThe Inside Out 2 panic attack scene is one of the best depictions of anxiety ever – and something Pixar director Kelsey Mann is incredibly proud of: “I couldn’t be happier"Marvel Rivals has what it takes to shake up the PvP shooter genre if it can maintain its hero fantasy while also making balance changesForget AAA: this year, all I wanted to do was optimize my conveyor belts in Satisfactory2024 was the year The Legend of Zelda lived up to its name, and the result was a bit like mixing rock salt and floral nectarAmid Oscar buzz, Zoe Saldana opens up on her new perspective on Hollywood and why she’s only really proud of Avatar and Emilia Pérez: “I think I just have to accept who I am as a creative person"The Rings of Power season 2, episode 7 is the show’s version of The Two Towers – and it’s the best episode of TV released all year32 movies that spawned iconic internet memes
Most PopularSpy x Family season 3: Everything we know so farOne of 2024’s best anime shows subverts all expectations, but that’s its biggest strengthHow Final Fantasy 7 Rebirth represents the best of Final Fantasy’s past while charting a course for the futureI’m proclaiming 2024 to be the year of outstanding indie puzzle gamesThe Inside Out 2 panic attack scene is one of the best depictions of anxiety ever – and something Pixar director Kelsey Mann is incredibly proud of: “I couldn’t be happier"Marvel Rivals has what it takes to shake up the PvP shooter genre if it can maintain its hero fantasy while also making balance changesForget AAA: this year, all I wanted to do was optimize my conveyor belts in Satisfactory2024 was the year The Legend of Zelda lived up to its name, and the result was a bit like mixing rock salt and floral nectarAmid Oscar buzz, Zoe Saldana opens up on her new perspective on Hollywood and why she’s only really proud of Avatar and Emilia Pérez: “I think I just have to accept who I am as a creative person"The Rings of Power season 2, episode 7 is the show’s version of The Two Towers – and it’s the best episode of TV released all year32 movies that spawned iconic internet memes
Most Popular
Spy x Family season 3: Everything we know so far
One of 2024’s best anime shows subverts all expectations, but that’s its biggest strength
How Final Fantasy 7 Rebirth represents the best of Final Fantasy’s past while charting a course for the future
I’m proclaiming 2024 to be the year of outstanding indie puzzle games
The Inside Out 2 panic attack scene is one of the best depictions of anxiety ever – and something Pixar director Kelsey Mann is incredibly proud of: “I couldn’t be happier”
Marvel Rivals has what it takes to shake up the PvP shooter genre if it can maintain its hero fantasy while also making balance changes
Forget AAA: this year, all I wanted to do was optimize my conveyor belts in Satisfactory
2024 was the year The Legend of Zelda lived up to its name, and the result was a bit like mixing rock salt and floral nectar
Amid Oscar buzz, Zoe Saldana opens up on her new perspective on Hollywood and why she’s only really proud of Avatar and Emilia Pérez: “I think I just have to accept who I am as a creative person”
The Rings of Power season 2, episode 7 is the show’s version of The Two Towers – and it’s the best episode of TV released all year
32 movies that spawned iconic internet memes
GAME REVIEWSMOVIE REVIEWSTV REVIEWS1Nemesis review: “A magical sense of tension"2Arcs review: “A whole lot of game in a small package"3Path of Exile 2 review: “A stellar start to a thrilling and brutal dark adventure"4Indiana Jones and the Great Circle review: “The best adventure Indy has embarked on in over 30 years"5Marvel Rivals review: “So preoccupied with trying to be like Overwatch that it forgets to play to its own strengths"1Sonic the Hedgehog 3 review: “Keanu Reeves as Shadow is wasted whilst Jim Carrey steals the show"2Mufasa: The Lion King review – “It’s no Hakuna Matata but this Disney origin story is a class above the 2019 movie"3Kraven the Hunter review: “The insistence on an R-rating helps save this, with a decent helping of bloodthirsty action"4The Lord of the Rings: The War of the Rohirrim review – “An uninspired expansion of the most iconic screen take on Tolkien"5Nightbitch review: “Amy Adams' disappointing dark comedy is all bark and no bite"1Doctor Who 2024 Christmas special review: “Ncuti Gatwa is as magnetic as ever in this delightful festive treat"2Secret Level review: “An uneven experience with serious highlights that ultimately make up for the misses"3Skeleton Crew review: “Perfectly captures the vibes of classic Star Wars with a swashbuckling twist"4Creature Commandos review: “James Gunn’s heartwarming, R-rated tale about super-monsters proves that the DCU is in good hands"5Cobra Kai season 6, part 2 review: “Returns to the sort of hard-hitting form that made it such a fan favorite in the first place”
GAME REVIEWSMOVIE REVIEWSTV REVIEWS1Nemesis review: “A magical sense of tension"2Arcs review: “A whole lot of game in a small package"3Path of Exile 2 review: “A stellar start to a thrilling and brutal dark adventure"4Indiana Jones and the Great Circle review: “The best adventure Indy has embarked on in over 30 years"5Marvel Rivals review: “So preoccupied with trying to be like Overwatch that it forgets to play to its own strengths"1Sonic the Hedgehog 3 review: “Keanu Reeves as Shadow is wasted whilst Jim Carrey steals the show"2Mufasa: The Lion King review – “It’s no Hakuna Matata but this Disney origin story is a class above the 2019 movie"3Kraven the Hunter review: “The insistence on an R-rating helps save this, with a decent helping of bloodthirsty action"4The Lord of the Rings: The War of the Rohirrim review – “An uninspired expansion of the most iconic screen take on Tolkien"5Nightbitch review: “Amy Adams' disappointing dark comedy is all bark and no bite"1Doctor Who 2024 Christmas special review: “Ncuti Gatwa is as magnetic as ever in this delightful festive treat"2Secret Level review: “An uneven experience with serious highlights that ultimately make up for the misses"3Skeleton Crew review: “Perfectly captures the vibes of classic Star Wars with a swashbuckling twist"4Creature Commandos review: “James Gunn’s heartwarming, R-rated tale about super-monsters proves that the DCU is in good hands"5Cobra Kai season 6, part 2 review: “Returns to the sort of hard-hitting form that made it such a fan favorite in the first place”
GAME REVIEWSMOVIE REVIEWSTV REVIEWS1Nemesis review: “A magical sense of tension"2Arcs review: “A whole lot of game in a small package"3Path of Exile 2 review: “A stellar start to a thrilling and brutal dark adventure"4Indiana Jones and the Great Circle review: “The best adventure Indy has embarked on in over 30 years"5Marvel Rivals review: “So preoccupied with trying to be like Overwatch that it forgets to play to its own strengths"1Sonic the Hedgehog 3 review: “Keanu Reeves as Shadow is wasted whilst Jim Carrey steals the show"2Mufasa: The Lion King review – “It’s no Hakuna Matata but this Disney origin story is a class above the 2019 movie"3Kraven the Hunter review: “The insistence on an R-rating helps save this, with a decent helping of bloodthirsty action"4The Lord of the Rings: The War of the Rohirrim review – “An uninspired expansion of the most iconic screen take on Tolkien"5Nightbitch review: “Amy Adams' disappointing dark comedy is all bark and no bite"1Doctor Who 2024 Christmas special review: “Ncuti Gatwa is as magnetic as ever in this delightful festive treat"2Secret Level review: “An uneven experience with serious highlights that ultimately make up for the misses"3Skeleton Crew review: “Perfectly captures the vibes of classic Star Wars with a swashbuckling twist"4Creature Commandos review: “James Gunn’s heartwarming, R-rated tale about super-monsters proves that the DCU is in good hands"5Cobra Kai season 6, part 2 review: “Returns to the sort of hard-hitting form that made it such a fan favorite in the first place”
GAME REVIEWSMOVIE REVIEWSTV REVIEWS1Nemesis review: “A magical sense of tension"2Arcs review: “A whole lot of game in a small package"3Path of Exile 2 review: “A stellar start to a thrilling and brutal dark adventure"4Indiana Jones and the Great Circle review: “The best adventure Indy has embarked on in over 30 years"5Marvel Rivals review: “So preoccupied with trying to be like Overwatch that it forgets to play to its own strengths"1Sonic the Hedgehog 3 review: “Keanu Reeves as Shadow is wasted whilst Jim Carrey steals the show"2Mufasa: The Lion King review – “It’s no Hakuna Matata but this Disney origin story is a class above the 2019 movie"3Kraven the Hunter review: “The insistence on an R-rating helps save this, with a decent helping of bloodthirsty action"4The Lord of the Rings: The War of the Rohirrim review – “An uninspired expansion of the most iconic screen take on Tolkien"5Nightbitch review: “Amy Adams' disappointing dark comedy is all bark and no bite"1Doctor Who 2024 Christmas special review: “Ncuti Gatwa is as magnetic as ever in this delightful festive treat"2Secret Level review: “An uneven experience with serious highlights that ultimately make up for the misses"3Skeleton Crew review: “Perfectly captures the vibes of classic Star Wars with a swashbuckling twist"4Creature Commandos review: “James Gunn’s heartwarming, R-rated tale about super-monsters proves that the DCU is in good hands"5Cobra Kai season 6, part 2 review: “Returns to the sort of hard-hitting form that made it such a fan favorite in the first place”
GAME REVIEWSMOVIE REVIEWSTV REVIEWS
1Nemesis review: “A magical sense of tension”
1Nemesis review: “A magical sense of tension”
1
Nemesis review: “A magical sense of tension”
2Arcs review: “A whole lot of game in a small package”
2Arcs review: “A whole lot of game in a small package”
2
Arcs review: “A whole lot of game in a small package”
3Path of Exile 2 review: “A stellar start to a thrilling and brutal dark adventure”
3Path of Exile 2 review: “A stellar start to a thrilling and brutal dark adventure”
3
Path of Exile 2 review: “A stellar start to a thrilling and brutal dark adventure”
4Indiana Jones and the Great Circle review: “The best adventure Indy has embarked on in over 30 years”
4Indiana Jones and the Great Circle review: “The best adventure Indy has embarked on in over 30 years”
4
Indiana Jones and the Great Circle review: “The best adventure Indy has embarked on in over 30 years”
5Marvel Rivals review: “So preoccupied with trying to be like Overwatch that it forgets to play to its own strengths”
5Marvel Rivals review: “So preoccupied with trying to be like Overwatch that it forgets to play to its own strengths”
5
Marvel Rivals review: “So preoccupied with trying to be like Overwatch that it forgets to play to its own strengths”
1Sonic the Hedgehog 3 review: “Keanu Reeves as Shadow is wasted whilst Jim Carrey steals the show”
1Sonic the Hedgehog 3 review: “Keanu Reeves as Shadow is wasted whilst Jim Carrey steals the show”
1
Sonic the Hedgehog 3 review: “Keanu Reeves as Shadow is wasted whilst Jim Carrey steals the show”
2Mufasa: The Lion King review – “It’s no Hakuna Matata but this Disney origin story is a class above the 2019 movie”
2Mufasa: The Lion King review – “It’s no Hakuna Matata but this Disney origin story is a class above the 2019 movie”
2
Mufasa: The Lion King review – “It’s no Hakuna Matata but this Disney origin story is a class above the 2019 movie”
3Kraven the Hunter review: “The insistence on an R-rating helps save this, with a decent helping of bloodthirsty action”
3Kraven the Hunter review: “The insistence on an R-rating helps save this, with a decent helping of bloodthirsty action”
3
Kraven the Hunter review: “The insistence on an R-rating helps save this, with a decent helping of bloodthirsty action”
4The Lord of the Rings: The War of the Rohirrim review – “An uninspired expansion of the most iconic screen take on Tolkien”
4The Lord of the Rings: The War of the Rohirrim review – “An uninspired expansion of the most iconic screen take on Tolkien”
4
The Lord of the Rings: The War of the Rohirrim review – “An uninspired expansion of the most iconic screen take on Tolkien”
5Nightbitch review: “Amy Adams' disappointing dark comedy is all bark and no bite”
5Nightbitch review: “Amy Adams' disappointing dark comedy is all bark and no bite”
5
Nightbitch review: “Amy Adams' disappointing dark comedy is all bark and no bite”
1Doctor Who 2024 Christmas special review: “Ncuti Gatwa is as magnetic as ever in this delightful festive treat”
1Doctor Who 2024 Christmas special review: “Ncuti Gatwa is as magnetic as ever in this delightful festive treat”
1
Doctor Who 2024 Christmas special review: “Ncuti Gatwa is as magnetic as ever in this delightful festive treat”
2Secret Level review: “An uneven experience with serious highlights that ultimately make up for the misses”
2Secret Level review: “An uneven experience with serious highlights that ultimately make up for the misses”
2
Secret Level review: “An uneven experience with serious highlights that ultimately make up for the misses”
3Skeleton Crew review: “Perfectly captures the vibes of classic Star Wars with a swashbuckling twist”
3Skeleton Crew review: “Perfectly captures the vibes of classic Star Wars with a swashbuckling twist”
3
Skeleton Crew review: “Perfectly captures the vibes of classic Star Wars with a swashbuckling twist”
4Creature Commandos review: “James Gunn’s heartwarming, R-rated tale about super-monsters proves that the DCU is in good hands”
4Creature Commandos review: “James Gunn’s heartwarming, R-rated tale about super-monsters proves that the DCU is in good hands”
4
Creature Commandos review: “James Gunn’s heartwarming, R-rated tale about super-monsters proves that the DCU is in good hands”
5Cobra Kai season 6, part 2 review: “Returns to the sort of hard-hitting form that made it such a fan favorite in the first place”
5Cobra Kai season 6, part 2 review: “Returns to the sort of hard-hitting form that made it such a fan favorite in the first place”
5
Cobra Kai season 6, part 2 review: “Returns to the sort of hard-hitting form that made it such a fan favorite in the first place”