The Witcher: Wild Hunt has proven a point.

The Video game world should sit up and take notice. The Witcher: Wild Hunt just made a noteworthy amount of money, and the only thing they charged for was the game itself. Amazing isn’t it? According to CD Projekt Red’s latest financial results, the company earned 237 million PLN ($63.3 million USD) in net profit for the first half of 2015.

The final piece of Free DLC for the Witcher released recently, giving players a built from the ground up ‘New Game Plus.’ In a perfect video gaming world, every studio would act the way CD Projekt Red does. Free DLC should be an “industry standard” according to Marcin Iwinski, co-founder and CEO of the studio. It’s a beautiful thought Isn’t it.

The game has proven that you don’t need online play, micro transactions, or paid character skins to make money. It turns out you only need to make a game that people want to spend hundreds of hours in. With a Quest list this long, some people can go months if not a year without playing anything else.

After more than three years of development and a few delays, ‘Wild Hunt‘ is a game of the year contender. Plenty of studios would think that 60 dollars isn’t enough money to pay for all the content you get in return. And you could certainly argue that.

I’m about sixty hours into New Game Plus,  a new mode CD Projekt Red gave away for free. Most people may not even finish the game, but for those who will and have, they get to experience it all again with all their cool new gear.  What publisher or studio would even think to do that? Spend money and resources to make a mechanic that would be used by less than half of your buyers.

But what it lacks in funds returned it makes up for in goodwill. Along with the thank you letter I got for buying the game, CD Projekt Red has a customer for life. And I’m sure I’m not the only one. Whether It be their upcoming Cyberpunk game or the Ciri spin-off I’m begging for. I will buy it without hesitation.

A good contrast to what CD Prjojekt Red is doing is Batman Arkham Knight. First off, I love that game. And even more than that it’s being published by the same company (Warner Brothers). From the day it was announced, people have been hesitant on the idea of a forty dollar season pass. Not only for the fact that it’s being bought before you know what you’re getting, but also in the time it takes to beat said DLC.

Batmobile skins, costume skins, new villains, new side stories, it’s somewhat similar to what The Witcher just gave away for free. A few side quests, new costumes for key characters, and some new armor and weapons. (The standout, of course, is the New Game Plus, which Arkham already has.)

Of course the season pass for Batman has not ended yet, and The Witcher plans on having paid expansions added in the future. But it’s all about the context of the situation. So the future for both franchises are still up in the air. That being said you get my point. People question what they have to pay for in game. And if you shock the world by giving it away you could have them eating out of the palm of your hand in the future.

Is this the future of DLC? I doubt it, but I certainly hope so. But companies exist to make money, so that will never go away. But it’s nice to see such a massive payoff to a studio that dared to say that DLC should be free. Maybe this marks a switch on a small scale. I bet this increases a number of free outfits or guns in-game. But I don’t think we will suddenly see Ubisoft and EA start giving away content that could otherwise make them millions. That’s why DLC is so prevalent. Someone is buying it all. The Witcher: Wild Hunt made back its money and then some. And all you had to pay for was the game itself (and of course the console).  It’s not something we will see a lot of from big title published games.