Shift Up, the studio behind Stellar Blade, has started the new year on an unusually generous note. According to reports, the company has gifted every member of its staff a cash bonus of roughly $3,400, along with a pair of AirPods Max and an Apple Watch, as a way of marking the beginning of the year and recognizing the team’s efforts.

In an industry where headlines are often dominated by layoffs, studio closures, and cost-cutting measures, the move stands out. Rather than tightening belts, Shift Up appears to be doubling down on staff morale, sending a clear message that the studio’s recent success is something to be shared internally, not just celebrated externally.

The gesture comes in the wake of Stellar Blade’s strong reception, which helped cement Shift Up as a serious player on the global stage. While the studio had already built a solid reputation with Goddess of Victory: Nikke, Stellar Blade marked a major leap into the console space, bringing with it higher expectations, longer development cycles, and far more scrutiny.

By rewarding its staff so visibly, Shift Up is reinforcing the idea that that success was a collective achievement.

What’s particularly striking is the scale of the gift. A $3,400 cash bonus on its own would already be notable, but pairing that with premium hardware like AirPods Max and an Apple Watch turns the gesture into something far more symbolic. It’s not just about financial reward, but about appreciation something developers often say is in short supply once a project ships.

While bonuses and gifts aren’t unheard of in game development, they’re rarely this public or this consistent across an entire studio. More often, rewards are tied to seniority or leadership roles, making Shift Up’s approach feel unusually inclusive.

It also reflects a broader cultural difference in how some studios choose to celebrate milestones. Instead of saving praise for shareholder reports or marketing beats, Shift Up seems to be focusing inward, prioritizing the people who actually built the game.

The timing matters A lot too. The start of a new year is often when studios reassess direction, staffing, and long-term goals. Kicking things off with a tangible show of gratitude may go a long way toward maintaining momentum, especially as the team looks ahead to future projects and ongoing support.

Whether this becomes a defining part of the studio’s identity or simply a one-off moment, it’s the kind of story that tends to resonate. In a space where goodwill is increasingly rare, gestures like this stand out not because they’re flashy, but because they’re human.

For the developers at Shift Up, it’s likely a pretty good way to start the year.