Miss Behaviour Wants Indie Horror Seen By Dead by Daylight's Monthly Audience
A publisher with a monthly horror audience in the millions is now a distribution channel for small horror games, which is a different kind of help than a marketing push.
Reporting from 2 sources: Automaton, Game Spark.
Behaviour Interactive's Miss Behaviour label, launched in June 2026, publishes indie games with a focus on horror, and its latest announced title is Donut Panic. Deputy CEO Nathan Sellyn told Automaton at Tokyo Game Show 2026 that Dead by Daylight's 5 to 6 million monthly players give small horror games an audience they otherwise struggle to find, and that the label wants titles trying a new form of horror experience.
The label sits apart from Behaviour's other work on purpose. Sellyn said the company wanted a separate place for indie publishing, staffed by people inside the studio who already follow indie games closely, so the effort would not blur into contract development or the bigger Behaviour titles.
What Miss Behaviour offers developers is reach. Sellyn framed horror as a theme rather than a genre, which is why Donut Panic fits the label despite not looking like a conventional horror game. The bar he described is a game trying something different, with enough depth behind the idea to carry it.
Synthesized by Yomimono from the 2 cited sources below, including Japanese-language reporting where cited, then editorially reviewed before publishing.