It's a mark of how different the mobile industry is to other parts of the games space that as French publisher Ubisoft looks to invest heavily in digital distribution, it's also looking for partners with experience in such areas.

And when that comes to its new iPad title Monster Burner the openness that it doesn't know all the answers sees it working with French mobile publisher Bulkypix.

A new friend

The game itself was developed at Ubisoft Montreal and will be published under the Ubisoft brand, with Bulkypix providing expertise in terms of marketing and promotion.

It's a surprising situation given the closest of Ubisoft's relationship with Gameloft; each company being run by one of the Guillemot brothers; although, over the years, there has been talk of tension or rivalry between the two.

Ubisoft is expected to reveal more details of its wider digital strategy towards the end of October.