Though its implementation of in-app purchases might have courted controversy, Capcom has enjoyed an undeniable amount of success and cash since it made social smartphone development a priority in 2010.
In particular, the company has made significant inroads on the North American and European markets with key mobile releases Zombie Cafe, Lil' Pirates and Smurfs' Village collectively amassing downloads of more than 15 million.
Indeed, it's made so much money the company is now setting up what it calls "a second brand for the development and distribution of original mobile content outside of the company's celebrated intellectual property."
Significantly, the new venture called Beeline Interactive won't bear the Capcom name.
Second string
Instead Capcom will rebrand its US and Canadian Capcom Interactive operations as Beeline Interactive USA and Canada, also setting up a new Asia outfit.
"The market for video games has undergone dramatic changes in recent years," the company said in a statement.
"The pace of change has been particularly fast in the mobile game market. Advances in the performance of cell phones along with the emergence of social networking services have attracted users in all areas of the world who had never before played a video game."
Capcom believes the key to achieving the level of growth required is to focus specifically on the mobile social market.
Making a Beeline for success
One major target for Beeline will be targeting Asian markets.
But this is no token gesture Beeline's long term aim is to give Capcom a solid, second revenue stream, and a major hand in the smartphone market of equal priority to its existing, traditional console and PC gaming business.
"The content and target markets of these overseas social games, distributed mainly by subsidiaries in Europe and North America, are very different from Capcom's conventional video game operations," the company added.
"As a result, the overseas social game business must be differentiated from the Capcom brand. Capcom believes that this brand will help better appeal to the desired target market and help maximise the earnings of the entire Capcom Group."
[source: Capcom]
News
With a fine eye for detail, Keith Andrew is fuelled by strong coffee, Kylie Minogue and the shapely curve of a san serif font.
Related Articles
Top Stories
News
3 hours, 41 minutes ago
EU ruling gives Apple six months to bring iPadOS into line with DMA demands
News
5 hours, 24 minutes ago
Supercell CEO Ilkka Paananen joins LEGO’s board of directors days after Squad Busters’ soft launch
News
6 hours, 42 minutes ago
A Thinking Ape lays off staff across game design, software engineering, art teams and more
Feature
5 hours, 51 minutes ago
King’s Paula Ingvar: a games industry journey from "I’m not worthy!" to Candy Crush Soda’s VP of product
Feature
10 hours, 1 minute ago
Hot Five: Supercell’s Squad Busters levels up, retro Nintendo on iOS, and Genshin Impact’s worst month yet
News
Apr 26th, 2024
Week in Views - Squads busted, Apple crushed, War zoned and Snoozin' with the Snorlax…
Events
Dubai GameExpo Summit 2024 | Middle East | May 1st |
The MENA Games Industry Awards 2024 | Middle East | May 2nd |
GameDev Atlantic 2024 | May 4th | |
Mobidictum Meetup Berlin May 2024 | Europe | May 7th |
Mobidictum Meetup Tallinn May 2024 | Europe | May 21st |
Israel Mobile Summit 2024 | Middle East | Jun 6th |
WN Conference Istanbul 2024 | Jun 11th | |
DevGAMM Vilnius 2024 | Europe | Jun 14th |
Popular Stories
News
Apr 23rd, 2024
Supercell’s Squad Busters soft launches today with over 100,000 Google Play downloads
News
Apr 25th, 2024