Cult Games' Acquisition of Neonhive: A Strategic Move

Cult Games, an indie publishing label, has acquired Neonhive, a PR, publishing, and marketing firm. According to Helen Burnill, CEO of Cult Games, the acquisition was a natural step for the company's growth. Burnill recognized the need for a skilled team with proven expertise, which led her to approach Korina Abbott, founder and director of Neonhive. Abbott, who has been appointed COO at Cult Games, agreed to the merger, seeing it as an opportunity to 'leapfrog several years' and combine their businesses. The union aims to provide developers with a one-stop solution, utilizing their collective experience in publishing, marketing, and PR. With their combined expertise, Cult Games and Neonhive plan to attract developers and support them in their craft, allowing them to focus on game development rather than marketing aspects. Burnill emphasizes the importance of putting studios in the spotlight and shielding them from distractions, enabling them to create high-quality games. The partnership is expected to benefit developers by providing them with the necessary tools and support to succeed in the industry.