Online retail giant Green Man Gaming has opened a digital publishing arm called Green Man Loaded.
This is to be headed up by former Codemasters and Sega exec Gary Rowe, who is now serving as EVP of publishing.
Back in February MCV reported that Green Man Gaming was helping indie developers find a route to market on the store. But now the retailer is actually putting money behind indies to help them finish their games.
Green Man Loaded will be offering support for developers such as marketing, PR, sales, and QA and localisation. This is on top of closed betas that will take place in the PlayFire community. Developers retain the rights to their IP, too.
Initially the firm is just focusing on publishing PC titles, but says that it plans to publish on console in the future.
Green Man Loaded was born out of several years of Paul Sulyok [Green Man Gaming founder and CEO] being bombarded by developers asking for advice in selling their games,” said Rowe.
Then we started talking to developers and thought about creating a new label to help them get to market.
Developers want to retain control of their IP, they want help with finishing finance, they want to be paid quickly and they want a modern marketing team that are really good at what they're doing. That's what Green Man Gaming is doing for the last four years.
"I'm thrilled to be leading this exciting new venture. We already haveofficial relationships with all major platforms including Steam, Humble,Origin, Sony, and Microsoft, andcan offer specialist services from an experienced team that areusually only associated withtriple-A publishers. Wewill of course bedistributing via the Green Man Gaming network, as well aspublishing across all leading distribution channels."
Rowe was unable to share any of the developers that Green Man Loaded is working with, but said that an announcement of these will be happening shortly. He is confident that the firm will have its first games on the market by the end of the year.
On Rowe's appointment to EVP of publishing, Sulyok added: "Gary's experience and success in spotting and nurturingnew talent to bring to the market is unrivalled. I'm extremely confident that Gary willcreate and deliver whatwill become the best publishing teamin the business."