But the reality of the fast-emerging model that ditches consoles and traditional publishers has stretched established studios in unexpected ways and will distort others further.
Where once they talked creativity, now it’s creativity… plus marketing. And monetisation. And market data.
Our cover lead story in this week’s MCV hinges on how developers must also take a mature view to data sharing and entering a league that includes those reviled publishers and global multinationals.
Anecdotally, I know of one London games studio just has just promoted a friend to ‘Head of Publishing’.
And just check out the stories we’ve got on Valve, Rovio and Blizzard.
So what happens in a world run by developers? They all become more like… publishers.