No More Robots' nine-year journey to releasing its first self-developed IP – 'This sounds so naive and stupid, but somehow it's working'
It has been nine years since Mike Rose founded the indie publisher No More Robots, and while the label built a solid reputation with its back catalogue—anchored by the enduring megahit Descenders—the company is now preparing to release its first self-developed title, the cruise liner simulator Cruise Control. The journey to this point has been defined by major development pivots, a near-fatal partnership collapse in the online shooter space, and a deliberate strategy of operating with modest budgets that Rose admits sounds "naive and stupid" but somehow keeps the business thriving.
The genesis of Cruise Control began as a discussion between founder Mike Rose and Dan Foster, who joined the team to handle console ports but brought valuable experience in online multiplayer from his time at Team 17. Their initial conversation sparked development on a team-based online shooter. However, after three years of work, interest from a major publisher evaporated when the partner pulled out, citing that the project wasn't the right fit. Rose described the experience as one of the most unpleasant moments in his industry career, noting that the potential partner was someone he "massively respects." The timing coincided with the rapid decline of Concord, signaling broader instability in the online shooter market.
Faced with a stalled shooter project and a five-person team needing a new direction, Rose pivoted to create Cruise Control. Initially conceived as a cruise ship management game similar to Two Point Hospital, the concept evolved into a puzzle title inspired by Mini Motorways. Rose emphasizes that self-publishing is a vastly different experience from publishing others' work; while it carries higher anxiety, the financial upside is significantly greater. "Every sale of Cruise Control is worth three or four times as much to us," he explains, noting that if the title performs as well as their other hits, it would be massive for the company.
Despite the success of Cruise Control, Rose remains cautious about returning to the online shooter genre. He believes that PvP shooters are not viable for a small company and is now considering repurposing the existing demo into a PvE experience. Looking back at the last few years, Rose describes the wider games industry as a "massacre," yet No More Robots avoided deep cuts during the recent boom. At the end of 2021, Rose split all profits between his staff rather than expanding the team. This accidental strategy proved to be genius; when revenue didn't surge in 2022 as expected, the company remained financially stable because it hadn't grown its overheads.
The label's publishing model has largely remained consistent, with most titles operating on five-figure budgets. Exceptions include Hypnospace Outlaw, Yes, Your Grace, and the upcoming multiplayer roguelike Another Door, which received a budget of $180,000. Rose credits his wife for encouraging him to take that risk on Another Door, noting that it is already gaining significant traction. He maintains that building launches around the assumption that every game will do fine is essential for survival in an unpredictable indie market.
The crown jewel of No More Robots' portfolio remains Descenders. Released in 2017, the mountain biking title has surpassed $35 million in revenue. Surprisingly, half of these sales occurred in just the last year (April to September 2025), with no obvious marketing push driving the surge. Rose attributes part of this success to the game being "accidentally a Roblox game." The core mechanic is so simple—"ride a bike"—that it appeals to a massive demographic of younger players who spend hours in the lobby just riding ramps, despite the game originally targeting hardcore mountain bikers and adults.
Due to this unique appeal, No More Robots entered discussions with Roblox to create a version of the game for their platform. The process involved a ten-step approval system where Roblox executives praised the concept until the final stage, when CEO Dave Baszucki rejected it, stating that the game was too different from existing content and would confuse users. While Rose regrets not pursuing the port himself given Roblox's size, he ultimately decided against funding the project internally due to the high risk involved.
For predicting success, Rose relies on organic wishlist growth rather than forced marketing spikes. Another Door is currently pulling in thousands of wishlists daily without active promotion, a sign that Rose believes could make it another Descenders-sized hit. However, the founder admits to feeling drained after nine years and handling many operations personally. He acknowledges that he does not want to continue for much longer and is looking for a new challenge.
As No More Robots approaches what could be its biggest hit yet with Cruise Control, the company remains committed to PC releases, refocusing on the platform after a period of console titles delivered via Game Pass. The publisher's strategy of sticking to lower budgets and avoiding unnecessary expansion has allowed them to weather industry storms while maintaining creative control and financial independence.
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