Firefly, best known for the Stronghold series, has taken its next step in the gaming industry by establishing a publishing label dedicated to strategy games. Dubbed Wuselfaktory, the new imprint debuted its first title, Fool King, at UKIE’s For One Night Only showcase earlier this year. Fool King, developed by first‑time studio Loot Donkey, bills itself as a tactical auto‑battler with a roguelike twist: players assemble and position their forces, then watch the combat unfold automatically.
The decision to move into publishing, according to studio head Nick Tannahill, mirrors a broader trend among indie developers. “It’s something a lot of indie studios are doing right now,” he told GamesIndustry.biz, but he believes Firefly’s long‑standing expertise in strategy gives it a distinct advantage.
The strategy niche on PC has long been dominated by veterans such as Paradox Interactive and newer entrants like Hooded Horse. While Wuselfaktory will not aim for the massive scale of those publishers, it hopes to carve out a sustainable slice of the market with a modest slate of releases.
For Fool King, Firefly is providing both financial backing and marketing support, while its parent company Devolver has assigned a producer to assist with localisation and quality assurance. Tannahill notes that the long‑term goal is for Firefly to internalise those functions within its own 50‑person team. “We already have a small publishing unit, which is why we can do this,” he explains.
The studio has been self‑publishing since 2010, giving it an established pipeline for localisation, marketing, and platform relationships. More importantly, Firefly’s decades‑long experience in crafting strategy titles means it can also offer development assistance. “Publishers who are also developers can bring a unique perspective,” Tannahill says.
“We’ve been on the other side of negotiations, so we understand what developers need, and we can help with actual game‑making tasks.” In practice, Firefly has been working closely with the Fool King team, providing advice on online features—since the game includes asynchronous auto‑battles—offering UI consultations, and delivering multiple rounds of feedback on core gameplay. While such hands‑on support does divert resources from other projects, Tannahill argues that a brief, focused conversation can accelerate a partner’s development timeline dramatically. The move into publishing was encouraged by Devolver, which recognized its own limited experience in the lucrative strategy sector.
“We were bought by Devolver in late 2021,” Tannahill recalls. “They basically said, ‘You know strategy; we don’t. Why don’t you lead that effort?’” Firefly’s constant monitoring of upcoming strategy releases also positioned it well to spot promising indie titles.
In fact, Tannahill discovered Fool King after reading a feature in Rock Paper Shotgun. Playing smaller strategy games remains a habit for Tannahill, who says he regularly explores titles on Steam, itch.io, and other platforms to keep his creative instincts sharp. “I love digging into tiny, experimental games for inspiration for Stronghold,” he admits. “When I see a gem, I think about how it could benefit from funding, mentorship, or partnership.” Devolver trusts Firefly to handle the scouting and marketing side of the operation because it lacks deep connections within the strategy community.
“They know the press, the content creators, the sub‑genre audiences far better than we do,” Tannahill says. In a genre where the audience expects developers to speak its language, that insider knowledge is critical.
Firefly also maintains a close feedback loop with its players. The studio embeds short surveys in every demo, asking questions such as price expectations, desired features, and future game ideas. “We get about 6,000 responses each time,” Tannahill notes, describing the data as a valuable barometer for both development and marketing decisions.
The responses have revealed a surprisingly young demographic: a sizable portion of the audience falls between 18 and 25 years old. To reach them, Firefly focuses on the social platforms where this cohort spends time, aiming to grow interest in its IPs and studio brand. Strategic games, according to Tannahill, are both vast and under‑served. “If you look at the top‑hundred wish‑listed games on Steam, many are strategy titles,” he observes.
Yet classic franchises like Command & Conquer have faded from mainstream awareness, not because the intellectual property lacks appeal, but because few new entries have been produced. He sees this as a fertile opportunity, especially as higher‑profile genres encounter headwinds.
“It’s not the flashiest genre any more, but it quietly dominates Steam’s sales,” Tannahill says. “While Roblox expands and consoles face challenges, Steam remains a strong platform for deep, systems‑driven experiences that reward long play sessions and emergent gameplay.” He points to companies such as Hooded Horse, which have discovered the untapped appetite for high‑quality strategy games. Firefly’s own development roadmap reflects a balanced approach.
The studio continues to produce a variety of strategy experiences: from retro‑style 2.5D isometric titles reminiscent of early Command & Conquer and Age of Empires, to fully 3D projects like Stronghold 4. The resurgence of pixel‑perfect isometric graphics is currently popular, but Tannahill cautions against over‑committing to any single trend.
“You want a diversified basket without too many eggs in one compartment,” he analogises. Wuselfaktory’s launch, while currently represented by a single third‑party title, signals Firefly’s intention to gradually expand its publishing portfolio. Since joining Devolver, the studio has released four games and six expansions, with additional projects in development.
However, the team acknowledges its capacity limits. “We won’t announce a label and then flood the market with dozens of games—we can only spin so many plates,” Tannahill explains. “Initially we’ll focus on smaller titles that fit our team size and keep the operation sustainable.” In summary, Firefly is leveraging its deep roots in strategy game development to create a publishing arm that can fund, mentor, and promote indie titles while maintaining a close dialogue with a youthful, engaged audience.
By combining financial support, hands‑on development advice, and targeted marketing expertise, the studio hopes to nurture a new wave of strategy experiences that will continue to thrive on Steam’s ever‑expanding platform.