Ignition To Rebrand, Focus On Digital And Social Games

By Ishaan . July 16, 2010 . 10:02am


While Ignition Entertainment are currently in the business of publishing packaged Japanese games, the company’s long-term goal is to expand into the lucrative digital space, with a focus on downloadable networks like Xbox Live, PlayStation Network, iTunes and Steam, and the social games space on platforms such as Google and Facebook.


This move to digital, Ignition revealed, will be accompanied by a company re-branding. Going forward, the publisher will be named “UTV Ignition Entertainment”, indicating its ties to parent company UTV Software Communications.


Ignition will also be investing in direct-to-user marketing and building their own digital gaming communities.


“To begin, we’ll be investing to work with the industry’s best talent to create outstanding games at mass market new price-points,” said Hassan Sadiq, chairman of UTV Ignition Entertainment.


“With gaming across new platforms, such as social networking and mobile devices, becoming ever more popular, it’s important we can engage users directly to foster two-way dialogue and offer the best gaming experiences for them.”

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  • I’m conflicted. If this means smaller games of higher quality then great. If this mean less translations of games like Deadly Premonition then this is terrible news.

    • Justinzero

      I agree. I’m kind of bummed out by this news.

    • Joanna

      Eh, I bet XSEED or Aksys (maybe even Atlus) will pick up these kinds of games and give them the respect and proper localization they deserve. (Remember Ignition took Muramasa and Arc Rise Fantasia from XSEED, so this isn’t so far-fetched).

    • I’m worried there won’t be another company to fill the gap they are leaving behind. I won’t miss their localizations (lol ARF), but I fear that this means:
      – one less company to bring games that don’t need good translations (e.g. fighting games)
      – one less company that does the groudwork for other publishers (e.g. Rising Star Games)

  • Was this their goal all along, and did they have to use Muramasa and Arc Rise Fantasia as stepping stones to get there?

    • Ereek

      I’m going to say “yes.”

    • Joanna

      *explodes from rage*

      They just had to go and use Arc Rise, one of my most highly anticipated games before I saw what Ignition did to it. Sickens me that they used not only the games, but us niche gamers as stepping stone (because we’re the ones who were burnt when we bought their games).

      *Writes down Ignition’s new name in her black book*

  • If this means they’re not going to “localize” any games like ARF anymore, this is GREAT news.

  • Scaredy-cats!

  • Weak. I guess I won’t be buying any of their games anymore.

  • Guest

    Ignition shouldn’t focus on anything until they’ve fixed up their mistakes, just to make me happy. Yes, just me. =P

  • Kris


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