Where next for the creators of Street Cleaning Simulator?

We talked to Excalibur Publishing's managing director, Robert Stallibrass, the man whose audience wants him to make Hairdressing Simulator and even Ice Cream Van Man Simulator.


Last year, Street Cleaning Simulator was a huge hit with the GameSpot community. While we rated it 1.5 and called it "abysmal," users flocked to submit user reviews, taking it to a 9.1 average user score from more than 2,400 votes--making it more popular and higher rated than games such as Dark Souls. While many of these scores were clearly mocking the absurd nature of the game, Excalibur itself has become one of the busiest games publishers around, releasing two to three titles per month, including both Utility Vehicle Simulator and Airport Firefighter Simulator recently. We approached the company's managing director to find out more about the company, its games, and the seemingly unstoppable rise of the Simulator series.

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GameSpot UK: Tell us a bit about Excalibur--the games, the company, the history.

Robert Stallibrass: Well, most of the people here, or certainly myself and my co-director, have been in the games industry for about 25 years. Contact Sales, which is the company that holds Excalibur Publishing, is 15 years old on the 24th March, so individuals have been around a long time. We started our life publishing simulation add-ons for Microsoft Flight Simulator and Microsoft Train Simulator under a brand called First Class Simulations and that proved to be very, very popular. Fly a 787, fly an A380, fly from [London] to New York, London airports, etc. Drive a train from London to Brighton, and that sort of thing. Very popular, very successful.

Three years ago, Microsoft pulled the plug on Flight Simulator, and we looked around and said, "we have a formula here where people like simulations." We were lucky, and we happened to be talking to the developers of Farming Simulator. And that is really where our life started under the Excalibur brand, by publishing Farming Simulator. Worldwide, it sold, and you'll laugh, about 1.8 million copies, so that in a way became a formula. We got involved with products like Euro Truck Simulator, which again has sold about half a million copies worldwide, UK Truck Simulator which has sold somewhere in the region of 75,000 copies in the UK alone. So this is not your Modern Warfare, where on day one they sell 5 million copies worldwide--this is a slow, long-term burn of products, and we're still selling Euro Truck, UK Truck and Farming Simulator and some of these have been out for three or four years.

A lot of that's down to reviews--to use Street Cleaning Simulator as an example, a lot of people laughed at that, but actually it's a hell of a good product, and I think slowly people are coming round to the fact that not everything in life is "drive a car fast, kill everybody, or roll a tank through London and shoot the daylights out of buildings." There is a whole market of people who actually want to do something a bit more casual, and that's really where our market is.

Farming Simulator is by far and away Excalibur's most popular franchise.
Farming Simulator is by far and away Excalibur's most popular franchise.

GSUK: Presumably physical retail is important to Excalibur?

RS: Physical retail is absolutely essential. We get fantastic support from people like Game and PC World, and a number of specialist independent retailers across the country. We also have great support in Europe from key retailers like GameStop and MediaMart, in Germany, Scandinavia and Italy. And also, we do great business in South Africa, Australia, even the Middle East, so without retail we wouldn't have a business.

GSUK: So does what's happening to Game worry you a little bit?

RS: I tell you what worries me--a business that is turning over £900m and made a paltry loss of £18m is being absolutely taken to the cleaners. You look at other industries and there are people out there losing hundreds of millions of pounds. You look at the banks--look at the money the banks have lost! People shore them up. I'm not saying Game should be shored up, but look at it--£18m loss on £900m turnover--they probably spent that on paperclips and pens! I think the whole thing has been blown out of proportion, and I also think that some of the publishers should be shot who are not supporting Game. They have made a fortune out of Game over the years, and the tables have turned and they've gone, "Ooh, I'm not going to support you now!" I think it's pathetic.

GSUK: How many people do you employ, and how many teams are working on games at any given time?

RS: We've got a very small in-house development team. In total we are getting products from something like eight developers across the world.

GSUK: Based on the number and frequency of releases, you're one of the most prolific publishers around at the moment. Do you think other publishers could learn from that?

RS: The market for simulations is as wide as your imagination. We get people saying, "Have you done Hairdressing Simulator, have you done Ice Cream Van Man Simulator?" Some of these are extreme, but yeah, we are putting out two, maybe three products a month, but equally we are being very weary about quality. I think one of your colleagues may say, "Well, yes Robert--we've reviewed one or two of your products which aren't very good." Well, yes, that happens from time to time, but that's just the way we are.

There's three elements. Hard work, luck, and common sense. I think that's all we do--I don't think there's any great formula to it. I think some publishers lack one or all three of those elements. We just get on with it.

GSUK: It seems as though there's some similarity between your games and some social games out there--are you focussed on continuing to charge for your games in future?

RS: Yes, we definitely are, and yet you're quite right--there is a crossover. You look at something like Farmville, for example, which I think at the last count had 65 million players at any one time, and Farming Simulator has to some extent ridden on the back of that success as well.

GSUK: How important is the media to Excalibur? How important are both critic reviews and user reviews?

RS: I think the problem is, some of our games are a bit odd and they get into the hands of people who don't necessarily want to play simulation games. We do get a slating from time to time, both in the media and from users, and we have people complain about the products. On the other side, we have people who buy from us regularly who say, "Actually, your products are great for that type of market." The media is very, very important for us, because we do not have the advertising budget of the larger publishers out there, or the marketing budget. A lot of our sales are driven by good reviews, and at the end of the day, it's the consumers that really decide if our products are good or bad. We do watch quite closely what they're saying about our products, and where they we try not to make that error again. Feedback for us is very important too.

GSUK: We gave Street Cleaning Simulator a very bad review, and when that happens, it sometimes results in an angry phone call from the publisher. It didn't in the case of Excalibur.

RS: [Laughs] We're a bit more laid back--we put our products out, and if people don't like it, they don't like it. As long as people have valid criticism for our products, that's absolutely fine. In fact, Street Cleaning Simulator went viral, and we had over 80,000 hits on our site about it in the first week.

GSUK: Would you say that there's any real competition in your market?

RS: Yep, we have one or two people who do stand alone simulations--the Mastertronic Group under their Just Sims label do one or two budget simulations, there's one or two other people out there as well who do simulations. Some of the competition is very good, and it's great to see competition because it grows the market. It keeps us on our toes, and we wish them all success. We want the simulations market to grow.

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GSUK: What's your most popular franchise?

RS: Farming Simulator is by far and away our most popular, and we've been very much labelled as a one-product company. But we also have Euro Truck Simulator, Bus Simulator 2...

GSUK: Street Cleaning Simulator must have done well?

RS: Street Cleaning simulator just did OK. Because it was a bit of a quirky one, I don't think anybody quite took it too seriously until some of the reviews. We've got a number of other products that did a lot better.

GSUK: Is there one country or region where Excalibur's games do particularly well?

RS: I always laugh about this, but our partner in Italy buys more than anybody else. And I don't know if they use them as doorstops, whether they eat them, put them in their pita bread, or mix them in with their pasta, but the Italians absolutely love our products. I mean, an astronomical amount of business compared to the UK. Germany's very strong as well.

GSUK: What's next for Excalibur--what's the plan for 2012 and beyond?

RS: Our next key product is a title called Circus World, which is coming out in July, which is our first title that we've developed in-house. It's very much simulation and management--you run a circus and grow it, and you have to make sure the acts do well, and you sell hot dogs, and you make money, and that's been in development for three years.

GSUK: When you say it's in-house, where is it physically being developed?

RS: We took a decision some years ago that we wanted to have our own small development team, and when I say small, I mean four or five people. It's a team that we fund, that we look after, that we advise, that we work with to develop products for us, so it's as good as our team. It's based in the UK, but it's spread about. We have a central person who looks after it all and we outsource some of the functions like the music and the graphics.

GSUK: That's quite a common independent development model. Would you say you have an indie approach to making games?

RS: I really hope so, because I think there's a lot of creativity in independents, and I also think that the tried and tested franchise model--versions four, five, six and seven, are great, and I understand why some of the big publishers do it, but actually it's a bit boring.

We have another title that's due out later this year called Zoo Park Simulator, and we have two other key products coming from outside--Euro Truck Simulator 2, which has been a highly anticipated product, and gosh, should I be telling you this? Yeah, I'll tell you this. You're the only person that knows this. There will be another version of Farming Simulator coming out September/October, which will be a completely new version, a complete rewrite of the code, so it won't just be a rehash. We've planned for console versions, but they probably won't happen till next year.

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Avatar image for iamreadingboobs

LOL even the stupid developer shamelessly think they worth getting interview, if it were me, I will run away with the money I got from the gullible gamers and stop making another dumb game like that.

Avatar image for picho86

Actually I was always interested in people who make crappy games. What kind of people it takes to publish something like that? Do they really think they made a good product? I guess it varies, but it's a nice insight.

Avatar image for jhonel83

Nothing wrong with them trying. But until they actually manage to get a real game out, please keep them out of the headlines. This is a long and pointless article

Avatar image for suyang456

i can tell you a site www.oscargamer.com, it is a good site,so i recommend

you ,and they deliver fast,just buy diablo 3 gold fromt the site

Avatar image for xDeadP00lx

I used to clean streets like you all, then I took an arrow in the knee.

Avatar image for jhonel83


now i fell like slapping you

Avatar image for DiverseGamer

This looks boring as hell.

Avatar image for GriffinBalls

@vongroove Sounds like facebook to me

Avatar image for DanGleeSack

@jimmytaker yeah i heard about one. it was called "internet explorer" i think. It was really a buggy piece of crap and generally hated by everyone though. Its something you play on an old laptop solely used for naughty websites.

Avatar image for jhonel83


aww...but I like my internet explorer! They even had a comercial here on Gamespot, 1 minute long I had to watch every damn time I wanted to see a 30 sec vid!

Avatar image for aussiemuscle

@vongroove, EA already have a social simulator... it's called 'the sims'. it's not a very popular game, you might not have heard about it.

Avatar image for aussiemuscle

they sell a lot of copies, but then they sell them at half the price of a normal game would help. Still "Ice Cream Van Man Simulator" has a lot of negative connotations!!!

Avatar image for vongroove

OMFG you sad b*****ds! No wonder games are going to s**t with crap like this in the gaming world

Avatar image for vongroove

Wow they should release a Social Simulator, you know where you can make friends with people you don't know. And post stuff about your life, and just go crazy!

Avatar image for ZiggyStardust66

I hope they go more into the business side of things with farming simulator, like a tycoon game. The simulator side of it has limited appeal, just needs something a bit extra.

Avatar image for Apastron

I think their next project should be 'Game Developing Simulator'. Maybe when they play it and realise just how abysmal it is they'll realise they're not really cut out for the profession they're in.

Avatar image for edqmaster

maybe next project is game developer simulator were I can simulated making simulation game ala "game d story".

Avatar image for DJ8WORK

I heard they was gonna make a follow up where u play as a..... MILKMAN!!! :o pre order!!!

Avatar image for wezkilla

Game changed my life.

Avatar image for SaltyMeatballs

Street Cleaning Simulator is the best street cleaning sim I have ever played, which is why it was rated so highly.

Avatar image for jhonel83


agreed! Erm...mostly because it's the only one...

Avatar image for vishisluv7

I wish they would make a "posting on Gamespot" sim. I bet it would be cool to feel like you were actually here, posting!

Avatar image for Excetera-ZEN

Before the days of AAA title games and mass communication through the Internet, this is actually how game companies functioned in a sense. They created games for a small, but dependable market and made money off of that. The games didn't have a huge appeal outside of their target audience, but it kept their base consumers happy and kept them afloat. Kudos to the devs for making refine experiences for their customers.

Avatar image for jimmytaker

Well... I'm hoping to get my "Internet Browsing Simulator" very soon.

Avatar image for jalen_222

"Wart remover" - the game. Soon to be followed by the movie.

Avatar image for commando1992

What is this I don't even...

Avatar image for Frost259

Hmmm where next... OH how about watch dust settle sim. EPIC!

Avatar image for gijas

Dont laugh but I own Farming Sim. Yee Haw.

Avatar image for breathnac

maybe there was a mass sense of humor and everyone rated it ridiculously high lol cuz if people are arguing about how Journey isnt a game you can be sure as hell this isnt

Avatar image for pauldanielj

Honestly, the strategy that goes into running a business - like a farm, airport, or circus - is every bit as varied, detailed, and valid as the strategy that goes into fighting a war. So if Supreme Commander is a good game, the Farm Sim game has no reason not to be good also.

Avatar image for geitenvla

What's next!? Blender simulator?

Avatar image for Blackheart_RE

oh great, simulators about doing things we never want to do in real life.

Avatar image for mnoi

Interesting, I never knew driving combines could be fun, but I guess there is a market for everyone...

Avatar image for galerian86

@cristigyk A good direction. Diversity is necessary in my opinion

Avatar image for cristigyk

people will play just about anything. how sad. where is our society heading?

Avatar image for Lord_Straffan

[This message was deleted at the request of the original poster]

Avatar image for diesil

Street Cleaning Simulator > Call of Duty MW3....all day

Avatar image for masha2932

Wow.Those are some really interesting facts. I didn't realise a game like farming simulator would sell 1.8 million units.

Avatar image for Zapffe

Haha, I wish that there was made some mods for Street Cleaning Simulator: barb-wire equipped street cleaning vehicle with a rocket booster killing civilians, smearing the streets with blood. That would be awesome.

Avatar image for Pewbert

Seems like a nice guy. Hope his company continues to be successful in what they do.

Avatar image for YSDG

Well, I suppose I need to rethink about the simulator markets.. Although that doesn't mean I'll start cleaning streets of London :P

Avatar image for dramaybaz

HAHA Good one.

Avatar image for braqoon

Ha ! good for them. Nice read and happy to see that such a niche market is OK.