Dieter Schoeller: Headup's Quirky Style Didn't Align with Thunderful's Direction

Earlier this year, Thunderful sold Headup for €500,000, three years after acquiring the German-based developer and publisher. According to founder and CEO Dieter Schoeller, the sale was prompted by a change in Thunderful's priorities. Thunderful had expanded its publishing department in the UK, leading to a potential two-label strategy with Schoeller focusing on the indie side. However, the constant change in leadership and shifting strategies led to a mismatch between Headup's quirky approach and Thunderful's streamlined operations. Discussions for Headup to leave Thunderful took about seven months, and the two parties parted ways on good terms, with Schoeller acquiring the company. Despite no longer having access to Thunderful's resources, Headup is thriving, having recently spun off its development studio Goon Squad and having several projects in the pipeline, including the racing game Screw Drivers. For Schoeller, the decision to sell Headup and then reacquire it was about focusing on his team's needs and providing them with the opportunity to work on bigger budgets and showcase their talent. However, he notes that working on smaller, indie titles can be more enjoyable, allowing for more passionate and grassroots development. Schoeller's goal for Headup is to support and enable passionate developers, rather than seeking to be in the spotlight himself.