Firefly, the studio behind the acclaimed Stronghold series, has taken its next step into publishing by unveiling a new strategy‑centric label called Wuselfaktory. The label’s debut title, Fool King, was showcased at UKIE’s For One Night Only event earlier this year. Fool King, created by first‑time developer Loot Donkey, bills itself as a "tactical autobattler" with a roguelike twist: players assemble and position their forces, then sit back as the battles resolve automatically. The decision to become a publisher, according to studio head Nick Tannahill, mirrors a broader trend among indie studios.
"It’s something every indie developer is considering right now," he told GamesIndustry.biz, but he believes Firefly’s deep experience in strategy gives it a distinct advantage in a genre that consistently ranks among the most profitable on PC. Wuselfaktory joins a lineage of strategy specialists such as Paradox Interactive and the newer Hooded Horse, though Firefly is aiming for a more modest scope in terms of both the number of releases and their scale. For Fool King, Firefly is providing funding and marketing support, while its parent company Devolver has assigned a producer to oversee localisation and quality assurance.
Tannahill noted that in the future the studio intends to handle those functions internally, leveraging its existing 50‑person team. "We already have a small publishing unit, which is why we can pull this off," he explained. Firefly’s publishing pedigree dates back to 2010, when the studio began self‑publishing its own titles.
Over the years it has refined localisation pipelines, marketing processes, and relationships with platform holders. More importantly, the team has spent decades crafting strategy games, which equips it to offer development assistance as well as publishing services. "One of the biggest advantages a publisher can bring is that we’ve been on the other side of negotiations and relationships, so we can help developers with actual game‑making tasks," Tannahill said. The studio has already been hands‑on with Fool King.
It maintains three online titles and, because Fool King features an asynchronous auto‑battler component, Firefly’s team can hold calls with the developers to discuss networking, UI design, and overall gameplay balance. "We’ve given them multiple rounds of feedback on the core game and consulted on the user interface," Tannahill added. While such support consumes time that could be spent on internal projects, he argues that a brief, focused conversation can accelerate a partner’s development dramatically.
Firefly’s foray into publishing was encouraged by Devolver, which recognised its own limited expertise in the strategy arena. "We were acquired by Devolver in late 2021," Tannahill recalled, "and they basically said, ‘You know strategy inside‑out, we don’t, so why not lead that effort?’" The studio’s constant monitoring of upcoming strategy releases also positioned it well to spot promising indie projects.
In fact, Tannahill discovered Fool King after reading a Rock Paper Shotgun article. He admits he frequently plays small, experimental titles on Steam and itch.io to keep his creative juices flowing for future Stronghold entries. "When I see these indie gems, I think they could benefit from funding, guidance, or partnerships if they want it," he said.
Devolver is comfortable letting Firefly steer both acquisition and marketing because the latter lacks deep knowledge of the strategy ecosystem. "They trust us to know which press outlets, content creators, and community hubs matter for each sub‑genre," Tannahill explained. In a genre where the audience expects developers to speak its language, that insider knowledge is vital.
Firefly also maintains a close dialogue with its fans through post‑demo surveys. "It may sound silly, but we embed short questionnaires in every demo asking how much players would pay, what features they’d like, and what games they’d love to see next," he said.
The studio receives roughly 6,000 responses per survey, providing a robust data set that informs both design and business decisions. The data revealed an unexpectedly youthful demographic: a significant portion of the player base falls between 18 and 25 years old.
"We aim to meet younger gamers where they hang out, using the right social platforms to funnel them into our IPs and studios," Tannahill noted. This youthful enthusiasm reinforces his belief that the strategy genre, despite being vast and fragmented, remains under‑served. He pointed out that many classic strategy franchises have faded from the spotlight. "Command and Conquer was a personal favorite growing up, yet it’s largely irrelevant now—not because the IP lacks appeal, but because new entries haven’t been made," he observed.
The gap presents an opening for studios willing to invest in high‑quality, systems‑driven experiences. While some mainstream genres face headwinds, strategy quietly thrives on Steam. "It’s not the flashiest category, but it’s consistently one of the platform’s top performers," Tannahill said. In an era where platforms like Roblox are expanding rapidly and console sales are plateauing, Steam remains a strong haven for deep, replayable games that reward players who enjoy lengthy, strategic sessions.
Firefly’s own portfolio reflects this diversity. The team produces retro‑style 2.5D isometric titles reminiscent of early Command and Conquer and Age of Empires, as well as fully 3D projects like Stronghold 4. "The 2.5D pixel‑perfect aesthetic is popular right now, but trends shift, so we don’t want to put all our eggs in one basket," he cautioned. Wuselfaktory currently represents a single title—Fool King—but the studio hopes to add a few more modest releases over time.
Since joining Devolver, Firefly has shipped four games and six expansions, with additional projects in development. Third‑party publishing will be part of the long‑term plan, but it must be balanced against the studio’s capacity. "We won’t announce a label and then flood the market with three big titles because we can only spin so many plates," Tannahill concluded.
"We’ll start with smaller projects, work in lean teams, and keep it sustainable—that’s the key to success."