Likening itself to a record label for musicians, Easy Tiger will finance and execute any or all of the supporting activities outside of game development, leaving developers free to focus on making their games.
Joel Benton comments, “Quite naturally, developers want to build value in IP they ultimately own and engage in a dialogue directly with their audience and they are investing their own money in creating games for console download platforms to do that. However Developers are struggling to do all the non-game activities that publishers normally undertake – specifically marketing. Without a publisher in place they can't even get onto all the platforms. Unlike typical publishers, whose retail sales bias keeps them from fully understanding the download space, Easy Tiger wants to be invisible to the consumer. The developers are the stars and it's high time they claimed their place in the spotlight.”
Easy Tiger reverses the traditional publisher/developer business model by offering studios a way to build value in their own intellectual property and keep the majority of the royalties while a skilled team supports their marketing and promotion.
Joel Benton continued, “For smaller teams we can provide production support across QA and localisation but for the majority of developers, it’s our experience in marketing and our willingness to do anything we can to promote and support them and their work that’s so appealing. It’s not all about us. Consumers want to buy games and connect with the creatives that made them not the suits that fund them. Unlike traditional publishers, Easy Tiger provides that infrastructure. Our infrastructure has no retail sales and marketing baggage and supports a model for the new, digitally distributed age where the developer, not the publisher, is king”
Easy Tiger works in association with PlayReplay, the digital download game-specific marketing and promotions agency run by Oli Birch that has recently been responsible for helping Doublesix Games’ Burn Zombie Burn reach 100 000+ sales on PSN.