Veterans of Sega Form Alibi Games, a Hybrid Publisher and Agency

A new hybrid publisher and agency, Alibi Games, has been established by Sega veterans Jarvis Crofts, Luke Greenaway, and Mark Dallamore. Based in London, Alibi Games leverages the co-founders' extensive experience in game production, publishing, and other areas to support developers in pitching and publishing their games. In an interview with GamesIndustry.biz, CEO Jarvis Crofts and CSO Luke Greenaway shared their insights on the formation of Alibi Games and the reasoning behind their hybrid publisher-agency model. The idea for Alibi Games was born out of Greenaway's experience in the music industry, where scouting for new talent is a crucial aspect of the business. Greenaway noted that the success of a game is often unpredictable, much like the music industry, where record labels live and die by the success of their artists. He believes that the key to sustainability in the gaming industry lies in adopting a more efficient and selective approach to game development and publishing. With over thirty years of combined experience in the gaming industry, the co-founders of Alibi Games are well-equipped to navigate the challenges of game development and publishing. Their goal is to create a sustainable business model that prioritizes the needs of independent game developers and provides them with the support they need to succeed. According to Greenaway, publishing is a high-risk business, which is why Alibi Games aims to maintain a small and selective approach to the developers and games they work with. This approach enables the team to focus on a select few and provide them with the necessary support to succeed. The developers they have spoken to so far have been receptive to this approach. Crofts added that their approach is not about aggressively pursuing representation, but rather about meeting great developers and finding mutually beneficial opportunities to work together. If a game is a good fit, they can sign it and publish it, or they can offer representation and consultancy services to help the developer self-publish and bring their game to market. Efficiency is key to sustainability in the gaming industry, according to Greenaway. By being selective and focused, Alibi Games can maintain relationships with developers and generate revenue, even if they don't sign a particular game. This approach also enables them to help developers bring their games to market through publishing partners. What sets Alibi Games apart from other publishers and agencies is their small team and ability to provide laser-focused, constructive feedback to developers. Greenaway believes that this approach is essential for helping developers create successful games and bringing them to market. The co-founders of Alibi Games are passionate about supporting independent game developers and providing them with the platform they need to succeed. They believe that these developers are the driving force behind creativity and innovation in the industry, and they want to work with them to bring their games to market. In terms of the types of developers they want to work with, Alibi Games is focused on supporting independent developers who create mechanically deep, system-driven games. These types of games are often developed by small teams or individuals and are not asset-intensive or massively multiplayer, making them a sustainable and mutually beneficial fit for Alibi Games. Greenaway describes their approach as "liberating," as it allows them to be selective about the games they work on and not worry about meeting revenue objectives. This approach also enables them to work with the developers they want to, without compromising their values or the quality of their games. However, Greenaway also acknowledges that sustainability in the gaming industry is still a long way off. Despite the accessibility of opportunities for independent developers, the industry as a whole still has a lot to learn about creating sustainable business models and supporting developers in a responsible and ethical manner. Ultimately, the co-founders of Alibi Games believe that they have a responsibility as publishers to prioritize sustainability and ensure that they are not compromising the dreams and passions of the developers they work with. By adopting a selective, efficient, and supportive approach to game development and publishing, Alibi Games aims to create a new standard for the industry and provide a platform for independent developers to succeed.