Marketing business The Ayzenberg Group has announced the launch of a new publishing label, [a]list games, aimed at providing big-budget marketing strategies for digital products.
[a]list games will not fund the development of games, but will focus on generating wider attention for online, MMOs, social games and iOS or Android apps.
"Game makers that partner with [a]list games can expect everything and more than what they would get in a marketing plan from a big game company," said general manager Steve Fowler. "We invest in their game and make an upfront commitment on the marketing spend, and we stretch the budget with access to many essential services at-cost.
"We don't require the prerequisites that bog down big company deals. We end up as a fully invested partner whose success is simply tied to the game's success, and ultimately that of the developer."
Estimates of the growth of the digital games market include a report from Strategy Analytics, that pins global revenues at $25 billion by 2013, and research from DFC Intelligence estimating the European region to be worth $4.2 billion by 2015.
"The void we're filling is one left by traditional game publishers," Fowler continued. "Even as some of the largest companies in the game industry scramble resources and capital to readjust to the changing market, they're attempting to steer massive operations built over decades to move in one direction - marketing and selling packaged goods.
"There is a clear disconnect in the marketplace today. Why else would you have an audience for digital and mobile games that has literally exploded in the past two years, but where success stories for the category still read like lightening-in-a-bottle scenarios?"
The Ayzenberg Group was established in 1993 and has worked with a host of major games publishers in the past, including Activision, EA, Microsoft, Bethesda and THQ.