In something of a strategic shift, Australian marketing agency Surprise Attack has announced its plans to become a publisher.

The company, which previously focused on providing marketing services to indie outfits, is to expand its services to include publishing under the new moniker of Surprise Attack Games, serving as what it claims is the country's first indie games label.

The move may surprise some, however, given founder and MD Chris Wright had previously suggested that, while developers "know they need help with marketing their games", they don't necessarily "want to sign up with a publisher".

New breed

Indeed, it seems that view may have driven Wright to create a "new kind of [indie] games publisher", helping "developers secure the development funding and creative resources they need to bring their visions to the world".

"Our vision for Surprise Attack Games is to build a new kind of publisher, inspired by the indie record labels I loved growing up in the 80s and 90s," explained Wright.

"Those labels weren’t some separate corporate entity that came in at the end to handle the commercial stuff, they were an integral part of their local creative communities and they helped lift up those communities as a result.

"That’s our goal, too; ultimate success for us is to be part of tomorrow’s superstars of game development reaching their potential."

Surprise Attack Games, which will publish titles across PC, Mac, Linux, mobile, console, and browser, will be launch its new publishing venture with with the release of three new games - Particular, Wolfdozer, and Burden.



You can find out more about the firm on its website.