The chances of offending one of the major forces in mobile publishing were high, but the chosen moniker for self-publishing co-operative Who Needs Chillingo? was a masterstroke.
From the word go, the intentionally spiky positioning it afforded drew a mass of press attention and, if nothing else, demonstrated the kind of daring move studios looking to launch their own titles will need to perfect.
It appears to have garnered the attention of developers, too.
Self shift
A matter of months after the co-op burst on the scene, it now claims to have the support 320 registrants and is ready to launch.
The official roll out of Who Needs Chillingo? coincides with the debut of a brand new website, hosted at the somewhat less pointed URL selfpubd.com.
"It's the site to celebrate and promote self-published app developers. Go check it out, and sign up right away," says co-op lead and Thumb Arcade CEO Andy Rosic in an email to members.
"Our combined success depends upon everyone participating. Stay positive and code like your life depends on it."
Next steps
In what appears to be a slow creep away from the movement's original name, Rosic is encouraging those already registered with the co-op's first site to re-register at the new address and ready themselves for launch.
Studios who do so will gain access to Selfpubd's calendar, where they can detail planned game launches and arrange testers for their titles, amongst other things.
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With a fine eye for detail, Keith Andrew is fuelled by strong coffee, Kylie Minogue and the shapely curve of a san serif font.
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