PopCap has branched into more experimental projects, launching a new label, 4th &
Battery, to allow small teams to get creative.
The label already has one title attached, called Unpleasant Horse, the new direction is a big new opportunity for PopCap, which has traditionally stuck to high quality, but distinctly casual games.
Battery might well feature mature content (Unpleasant Horse being one), and will release games across PC and Facebook to iOS devices.
Unpleasant Horse will be available for download for free – suggesting that 4th &
Battery is not built around profitability. Comments released via press release from PopCap reinforce this:
“The PopCap brand has become closely associated with ultra-high quality, polish and attention to detail — which is a great thing. But our standard game development process is therefore long and involved, and doesn’t really accommodate all of the creativity pumping through our collective veins. 4th &
Battery gives us a way to quickly try really strange or marginal ideas, and to give our designers a safe area to hone their chops,” executive vice president of Studios and PopCap, Ed Allard, said.
So the label with be an opportunity for creativity, vision, and a useful training tool for PopCap developers into the future. It’s a great idea.