European publisher Tradewest and casual games firm Intenium have set up a joint venture that will see new mass-market titles released at retail.
The two have joined forces to provide ‘a unique online and retail synergy’ for the UK and French markets.
First titles available under the Tradewest Intenium venture will be available from October.
Intenium is responsible for a number of online titles and owns proprietary technology for digital titles.
"We are looking forward to working together with Intenium and are glad to have them as a partner," commented on this cooperation Martin Spiess, CEO of Tradewest Games.
"We have a highly professional European team, which has shown constantly over the past few years how a modern marketing and nationwide distribution of games content should properly function.
"Due to the strong growth rates, the extensive product catalog – but before everything else because of the exciting combination of online and offline business models – Intenium is a valuable partner for us. We see great potential and in the coming years will build for Tradewest Intenium a significant market share in the rapidly growing market segment of casual games."
Klaus Schmidt, managing partner of Intenium, added: "With Tradewest we have found an ideal partner for us on the big markets of the UK and France, This is the partner that can successfully establish the good grounds on those territories for our successful concept of combining retail and online businesses of casual games.
"We were impressed by the team at Tradewest and its targeted, marketing-focused work on distribution. Through our USPs – including strong own brands, own Game Center technology and Portal Management System – the joint venture provides the local partners immediately a solution to successfully bridge the gap between retail and online businesses."