Secret Sauce Introduces Weekend Games, a New Marketing Brand

Secret Sauce, a publishing agency, has launched a new marketing brand called Weekend Games, set to debut in January 2026. This brand is designed to showcase the most engaging, finishable indie games from across the industry. Additionally, Weekend Games will publish a curated newsletter and create a community space, catering to players who enjoy indie titles. The brand will particularly focus on supporting self-funded game developers who require marketing assistance. Following the launch of Weekend Games, Secret Sauce co-founder George Willard reassured that the agency will continue to operate, expanding its services and collaborating with clients and partners. Co-founder Sophie Atkin noted that the agency now has two distinct branches: the Weekend Games marketing brand and the publishing services offered by Secret Sauce. Atkin expressed enthusiasm for the upcoming year, hinting at exciting projects and announcements. Secret Sauce was founded in June 2024 by Willard and Atkin, who previously worked at indie publisher Modern Wolf. Recent projects supported by the agency include Little Corners by Meteor Pixel, marketing for Envar's Witchspire, and branding and strategy for Wallride, a US-based studio.