Well established in the world of physical retail, the terms 'developer' and 'publisher' have become almost meaningless in the era of digital distribution.
That's why Canadian outfit Roadhouse Interactive is keen to point out it's not becoming a publisher, merely offering publishing services.
Demonstrating the mixed up situation, it's also a developer, currently working on Warhammer 40,000: Carnage amongst other titles, and it's this sort of experience that resulted in the new model.
One for all
"We have our core projects, but over the years we've build up expertise in terms of operating games-as-a-service," explains CEO James Hursthouse.
"It makes a lot of sense, especially for the likes of Japanese and Korean developers who want to enter western markets, but who don't want to give a big revenue cut to publishers or set up directly in the US.
"We can help them for a monthly cost a small revenue share."
To-date, Roadhouse has worked with companies such as D3 Publisher, Rovio-spin out Boomlagoon, and Bloobuzz.
Soft and hard power
In terms of exactly what Roadhouse offers, Hursthouse says while it will handle the nuts and bolts in terms of backend infrastructure, what's core are its publishing services ranging from the hard numbers of KPI analysis, A/B testing and user acquisition campaigns to social marketing, PR and branding.
To accommodate the latter, Roadhouse has acquired digital marketing outfit Chunky Pig.
"Bringing together our combined experience in developing and publishing was the natural next step in growing our business," Hursthouse says.
"With this newly launched business unit, Roadhouse can offer a complete suite from publishing services to game development."
You can find out more here.