TinyBuild's Free Giveaway of Graveyard Keeper Generates $250,000 in DLC Sales

TinyBuild, the publisher of the medieval management game Graveyard Keeper, executed a four-day promotional giveaway from April 9 to April 13, 2026, allowing players to claim the game for free across PC, PlayStation, and Xbox platforms. This strategy coincided with the announcement of its sequel, Graveyard Keeper 2, at the Triple-i Initiative 2026 showcase. The giveaway resulted in significant engagement, including a peak concurrent player count of 46,305 on Steam and over 470,000 wishlists for the sequel.

Giving Graveyard Keeper Away for Free Generated $250,000, Says PublisherIndie publisher says offering a paid game for free for 4 days brought in $250,000 in revenue on Steam. The key is DLCGraveyard Keeper's 100% Steam discount strategy explained by tinyBuildGraveyard Keeper earned $250K after going free on Steam

According to TinyBuild CEO Alex Nichiporchik, the giveaway generated approximately $250,000 in revenue from DLC sales on Steam alone. This revenue stemmed from the influx of new players who, after claiming the base game for free, opted to purchase additional content, including three DLC expansions, an official soundtrack, and an art book. The DLC was also discounted by 80% during the giveaway, further incentivizing purchases. The total revenue figure does not include sales from console versions, suggesting that the actual financial impact could be higher.

Indie publisher says offering a paid game for free for 4 days brought in $250,000 in revenue on Steam. The key is DLC

Nichiporchik emphasized that the 100% discount on Steam is fundamentally different from a "free to try" weekend or third-party giveaways. When a game is offered at 100% off, it triggers notifications to all users who have the game wishlisted, effectively reaching an audience already interested in the title. This strategy not only boosted the player base but also enhanced visibility for Graveyard Keeper 2, placing it among Steam's top 100 most-wishlisted games shortly after its announcement.

Graveyard Keeper's 100% Steam discount strategy explained by tinyBuildGiving Graveyard Keeper Away for Free Generated $250,000, Says PublisherGraveyard Keeper earned $250K after going free on SteamIndie publisher says offering a paid game for free for 4 days brought in $250,000 in revenue on Steam. The key is DLC

While the strategy proved effective for TinyBuild, some industry observers question the sustainability of such giveaways. Critics argue that this approach may not be universally applicable, as it relies on having a substantial amount of DLC or additional content to convert new players into paying customers. Nichiporchik acknowledged that the success of this strategy is contingent on specific conditions, including the presence of a sequel to direct new players toward.

Indie publisher says offering a paid game for free for 4 days brought in $250,000 in revenue on Steam. The key is DLC

In a post on X, Nichiporchik stated, “It’s not about a giveaway per se — it’s about the 100% discount on Steam. This sends a notification to every single wishlist.” He further noted that the influx of wishlists for Graveyard Keeper 2 is a significant advantage for its upcoming launch.

Graveyard Keeper's 100% Steam discount strategy explained by tinyBuild

Graveyard Keeper 2 is set for a broad release in 2026 across multiple platforms, including PS5, Xbox Series, Nintendo Switch, Steam, Epic Games Store, and GOG. The substantial wishlist count and increased player engagement from the original game position the sequel favorably for its launch.

Giving Graveyard Keeper Away for Free Generated $250,000, Says PublisherIndie publisher says offering a paid game for free for 4 days brought in $250,000 in revenue on Steam. The key is DLCGraveyard Keeper earned $250K after going free on SteamGraveyard Keeper's 100% Steam discount strategy explained by tinyBuild

TinyBuild's strategic giveaway of Graveyard Keeper serves as a case study in leveraging existing titles to generate interest and revenue for upcoming releases. By effectively utilizing Steam's discount system and focusing on player engagement, TinyBuild has created a model that other indie publishers may look to replicate in the future.

Graveyard Keeper earned $250K after going free on Steam