Firefly, the team behind the acclaimed Stronghold series, has taken a bold step beyond game development and entered the world of publishing. The studio unveiled a new label, Wuselfaktory, dedicated exclusively to strategy games, and introduced its inaugural title, Fool King, at the UKIE "For One Night Only" showcase earlier this year. Fool King, crafted by first‑time developer Loot Donkey, markets itself as a tactical autobattler with roguelike elements: players assemble and position their forces, then sit back as the AI runs the combat out.
Nick Tannahill, the head of Firefly, told GamesIndustry.biz that the decision to become a publisher mirrors a broader trend among indie studios seeking additional revenue streams. However, he believes Firefly’s long‑standing expertise in strategy gives it a distinct advantage in a genre that consistently tops Steam’s sales charts. While heavyweight publishers such as Paradox Interactive and newer entrants like Hooded Horse dominate the space, Wuselfaktory aims for a more modest scope—fewer titles, smaller budgets, but a deep understanding of the community. For Fool King, Firefly is providing the financial backing and marketing muscle, while its parent company Devolver has assigned a producer to oversee localisation and quality assurance.
Tannahill noted that, as the label matures, Firefly intends to bring those responsibilities in‑house, leveraging its existing 50‑person team. "We already run a small publishing operation," he explained.
"Since 2010 we have been self‑publishing, so we have established pipelines for localisation, marketing, and platform relations." Beyond logistical support, Firefly’s decades‑long immersion in strategy development enables it to offer hands‑on development assistance. "Being on the other side of the table gives us insight into negotiation and partnership dynamics, but we also contribute directly to the game’s design," Tannahill said.
The studio has been working closely with Loot Donkey on Fool King’s online component, offering UI advice, multiple rounds of gameplay feedback, and direct consultations. While such involvement diverts time from Firefly’s own projects, the team believes a brief, focused conversation can accelerate a partner’s development timeline dramatically.
The move into publishing was spurred by Devolver, which recognised its own gaps in the lucrative strategy segment. "We were acquired by Devolver in late 2021," Tannahill recalled. "They basically said, ‘You know strategy inside out; we don’t, so why don’t you lead that effort?’" This endorsement gave Firefly the confidence to scout promising indie titles.
Ironically, Tannahill discovered Fool King not through a developer pitch but via a Rock Paper Shotgun article, underscoring the importance of staying attuned to the broader indie ecosystem. Tannahill is an avid consumer of smaller strategy experiments, regularly playing titles on Steam, Itch.io, and other platforms to keep his creative juices flowing. "I look at tiny games for inspiration for Stronghold," he said. "When I see something I love, I think about how we could help the creators—whether that’s funding, guidance, or partnership opportunities." Devolver trusts Firefly to handle both sourcing and marketing because the latter lacks deep connections within the strategy community.
"They don’t know the press contacts, the content creators, or the niche sub‑communities as well as we do," Tannahill explained. In a genre where players expect developers to speak their language, those relationships are crucial. Firefly maintains a close dialogue with its audience by embedding short surveys into every demo release. Players are asked how much they would pay, which features they desire, and what future games they’d like to see.
Over three releases, the studio has collected roughly 6,000 responses per survey, providing a robust data set that informs design decisions and marketing strategies. The feedback revealed a surprisingly young demographic: a substantial portion of the audience falls between 18 and 25 years old. To reach this cohort, Firefly focuses on the social platforms where younger gamers congregate, ensuring the studio’s IPs remain visible and appealing. The strategy genre, according to Tannahill, is both massive and under‑served.
A quick scan of Steam’s most wish‑listed titles shows a preponderance of strategy games, yet many classic franchises have faded from the spotlight. "Command and Conquer was a personal favorite growing up," he said.
"It’s not that the IP lacks resonance; it’s that new entries haven’t been made." He sees this gap as an opportunity, especially as other high‑profile genres encounter headwinds. "Strategy isn’t the flashiest genre any more, but it quietly dominates Steam’s revenue," Tannahill observed. In a gaming landscape where platforms like Roblox are exploding and console sales are plateauing, deep, systems‑driven experiences that reward long play sessions remain highly attractive. This explains why newcomers like Hooded Horse have discovered a sizable, eager audience for premium strategy titles.
Internally, Firefly is spreading its bets across multiple sub‑genres to avoid over‑reliance on a single formula. The studio continues to develop traditional 2.5‑D isometric games reminiscent of early Command and Conquer or Age of Empires, while also pushing fully 3D projects such as Stronghold 4. The resurgence of pixel‑perfect isometric aesthetics is evident, but Firefly remains cautious, acknowledging that trends can shift. "You want a diversified basket without putting all your eggs in one niche," Tannahill warned.
Wuselfaktory currently represents a single third‑party egg—Fool King—but the label plans to add a few more titles over time. Since joining Devolver, Firefly has shipped four games and six expansions, with additional projects in the pipeline. However, the studio is realistic about its capacity: "We won’t announce a publishing arm and immediately roll out three big releases. We can only spin so many plates," Tannahill said.
"Initially we’ll focus on smaller, manageable projects that fit our team size and keep the operation sustainable." In summary, Firefly’s foray into publishing reflects a strategic diversification that leverages its deep roots in strategy game development, its existing publishing infrastructure, and a keen understanding of a youthful, engaged audience. By supporting indie creators like Loot Donkey, offering hands‑on development assistance, and maintaining a data‑driven dialogue with players, the studio aims to nurture a thriving ecosystem for strategy games on Steam—an ecosystem that, while not always glamorous, remains one of the platform’s most profitable and enduring pillars.