The Strategic Decision Behind Cult Games Acquisition of Neonhive

Cult Games, an independent publishing label, has acquired Neonhive, a reputable PR, publishing, and marketing firm, in a move that is expected to significantly enhance its capabilities. According to Helen Burnill, CEO of Cult Games, the decision to acquire Neonhive was a natural progression for the company, which has been in operation for over a year. Burnill recognized the need to expand the company's expertise and capabilities to better support its growth ambitions. She identified Korina Abbott, founder and director of Neonhive, as the ideal partner to help drive this expansion. "I've had the pleasure of knowing Korina for a long time, and I've always been impressed by her expertise and the quality of her team," Burnill said. "When I approached her with the idea of joining forces, she immediately saw the potential benefits of our combined strengths." Abbott, who has been appointed COO at Cult Games as part of the merger, shared Burnill's enthusiasm for the partnership. "I've known Helen for a long time, and I have a deep respect for her vision and leadership," Abbott said. "Our companies share a common goal of supporting developers and helping them bring their games to market. By combining our expertise, we can offer a more comprehensive range of services and better support the needs of our clients." The acquisition is expected to bring significant benefits to developers, who will now have access to a broader range of services and expertise. Cult Games and Neonhive have a strong track record of supporting independent developers, and their combined capabilities will enable them to offer more comprehensive support to their clients. Prior to forming Cult Games, Burnill held senior positions at Mediatonic, while Abbott previously worked in PR and brand management at Ubisoft and Bethesda. Their combined experience and expertise will enable the company to offer a more nuanced understanding of the gaming industry and the needs of developers. The partnership is also expected to enhance the company's global reach, with Neonhive bringing its expertise in working with clients of all sizes to the table. "Our goal is to create a one-stop shop for developers, where they can access a range of services and expertise to help them bring their games to market," Abbott said. Burnill and Abbott are committed to maintaining strong relationships with the communities that support the developers they work with. "Our aim is to create a more collaborative and supportive environment, where developers can focus on creating great games, and we can help them navigate the complexities of the industry," Burnill said. The acquisition is seen as a positive move for the gaming industry, which is facing significant challenges in the current market. "We believe that our partnership will help to drive growth and innovation in the industry, and we're excited to be a part of it," Abbott said. As the year comes to a close, Burnill reflected on the significance of the acquisition and the opportunities it presents. "We're thrilled to be working together, and we're confident that our combined strengths will enable us to make a positive impact on the industry. We're looking forward to the challenges and opportunities that lie ahead, and we're excited to see what the future holds."