Sega has launched a mobile publishing initiative that will see the Japanese giant provide marketing and production support to independent mobile studios.

The Sega Alliance's first partner will be Boston-based Owlchemy Labs - previously responsible for Snuggle Truck - with the studio's new game, Jack Lumber, already available on iOS under the Sega Alliance banner.

The u-turn

While Owlchemy Labs 'chief scientist' Alex Schwartz claims to be "very excited about being the first developer to partner with Sega Alliance", the studio's stance on working with publishers appears to have changed somewhat.

Speaking as recently as May 2012, Schwartz told PocketGamer.biz that his studio was looking to avoid platforms that required publisher support.

"We just wanted to get on platforms that didn't require publishers, and that's where we are," Schwartz said in an interview.

However, the change of heart will ensure Lumber Jack's release is accompanied by a level of marketing support that Owlchemy Labs would have been unable to muster alone.

"We'll be able to introduce Jack Lumber to a much wider audience than we'd originally hoped thanks to the resources provided by Sega Alliance," he added.

"Working with Sega has been the opposite of dealing with a lumbering bureaucracy. We just focused on making a great game," Schwartz said.

Mobile focus

The move follows the release of parent company Sega Sammy's financial results for Q3, with the company highlighting a desire to break away from a dependence on packaged goods.

The company noted 'weakened demand' for home video game software, while its performance on smartphones 'remained favourable.'

Moving forward, Sega Alliance will focus on publishing mobile titles from independent developers, providing marketing and production support, as well as promising comprehensive creative consultation.

"Sega has been a major player in the mobile games landscape for years and we've had tremendous success bringing our iconic franchises to smartphones and tablets," said Sega's VP of digital business Chris Olson.

"With Sega Alliance, we're looking forward to sharing that success with talented developers like Owlchemy Labs by introducing new and unique games, such as Jack Lumber, to the market."