Secret Mode is currently riding a wave of optimism. After cutting ties with Sumo Digital and its parent company Tencent last year, the newly independent British publisher has been moving at a rapid pace.
In an interview with GamesIndustry.biz at Gamescom, Chief Publishing Officer James Schall described the past 18 months as a period of "phenomenal growth". He explained that the company had drafted a strategic roadmap that extended to 2030, only to smash those targets within roughly four months. Schall emphasized that the split from Sumo was smoother than expected, thanks in large part to backing from Emona Capital and a cooperative attitude from Tencent. "I was amazed at how quickly the deal was sealed and how positive the whole experience was for everyone involved," he said.
From Tencent's perspective, the separation made sense. After the Chinese conglomerate acquired Sumo in early 2022, it began rationalising its sprawling portfolio, asking itself whether it truly needed eighteen separate publishing houses.
This line of thinking aligns with recent comments from Tencent executive Yong‑yi Zhu, who told GamesIndustry.biz that the firm is actively pruning its holdings to focus on companies that fit its long‑term vision. So what is Secret Mode’s own plan?
Schall and CEO Ed Blincoe say the publisher is building around two distinct pillars: a slate of "pure indie" projects and a handful of higher‑budget, IP‑driven games such as Star Wars: Galactic Racer. The idea is that by backing quality titles across the spectrum, Secret Mode can carve out a sustainable niche in an increasingly crowded market.
Schall noted that discoverability has become a monumental challenge. "In today’s climate, selling a mediocre game is almost impossible, and even a very good one can struggle to find an audience," he observed.
"There’s no longer a clear playbook; you have to make the right choices and hope luck is on your side." One of those choices is to double‑down on games that have already demonstrated promise but still have untapped potential. Secret Mode has placed a sizable wager on Star Wars: Galactic Racer, slated for release on 6 October. Schall described the game's wishlist numbers as "phenomenal," while Blincoe recalled the first play‑through a year ago as "exceptional" and said the title has only improved since then.
Developed by the newly formed UK studio Fuse Games, Galactic Racer was signed by Secret Mode at the end of September 2023 after Schall convinced Emona Capital that the project warranted investment. "We walked into the room with a clear opportunity and asked for funding guidance; they helped us figure out how to make it happen," Schall explained. The publisher’s other high‑budget bets differ in nature.
Secret Mode has taken on publishing duties for Fancy Games' Escape the Backrooms—originally launched in Early Access in 2022—and for Anegar Games' 2024 release Chained Together. Both titles are co‑op experiences that cater to a generation that grew up during the pandemic, spending hours on Twitch and other streaming platforms. "These players are used to social gaming and expect ongoing content," Schall said.
"We can either hope for a brief viral spike or iterate continuously to keep them engaged." Beyond publishing, Secret Mode is also stepping into development through trusted partners. External studio Blackbird Interactive has been extending Escape the Backrooms, while the company has opened its own internal development hub in Sheffield to create additional content for these games. Blincoe highlighted that each title is already selling a respectable number of copies each month, generating enough revenue to fund its own updates. "New players keep arriving, and the existing community wants more.
That’s why we’re committed to delivering fresh content," he added. This approach reflects a broader industry trend often called "caretaker development," where a publisher or third‑party studio assumes responsibility for a living game after the original creators move on. French studio Evil Empire, for example, recently began producing new content for Blobfish’s hit Brotato and is actively scouting similar opportunities.
Schall sees a wealth of possibilities with developers who have achieved modest success but feel constrained—whether by creative fatigue, demanding communities, or a desire to pursue other projects. "We help them reset, rediscover their passion, and handle the publishing side, which isn’t easy but is something we’ve become adept at," he explained. Secret Mode has dealt with similar situations before. Schall recounted the case of Wobbledogs, an indie title created by Tom Astle that was stuck in Early Access.
"It was just Tom and a couple of artists, unsure how to move forward. We stepped in, released it, and gave him the freedom to explore new ideas," Schall said. The modern landscape rewards the "long tail" rather than a single, massive launch. Schall, a former Sega executive of 13 years, observed that many games don’t peak on day one but instead grow steadily over months or even years.
"Algorithms can hide great games, but if they find the right audience later, they can become highly profitable," he noted, citing several titles that started with modest sales but turned into lucrative projects after six months. Nevertheless, discoverability remains a headache. Sometimes a single influencer’s endorsement can tip the scales. "The algorithmic nature of discovery keeps me up at night," Schall admitted, stressing the need for innovative strategies beyond the old playbook of press previews and big launch marketing.
The traditional model—preview, massive launch push, then move on—no longer dominates. Today, a teenager can upload a game to Roblox or itch.io and amass millions of players without any publisher involvement. "These creators often don’t even know what a publisher is, yet they’re reshaping the industry," Schall observed.
Secret Mode therefore aims to keep an eye on these emerging, disruptive creators, especially as visual fidelity becomes less of a differentiator. After years of chasing photorealism, players now crave fun and distinct identity.
"We should prioritize fun first," Schall concluded, noting that while visually spectacular titles like Star Wars: Galactic Racer will remain important, there’s room for quirky 2D or vector‑graphics experiences that simply deliver enjoyment. In summary, Secret Mode is building around two very different pillars: big‑budget, IP‑heavy games produced by sizable teams, and small, experimental indie projects such as Everything is Crab. The company remains open to larger opportunities, promising to run the numbers before committing.
As Blincoe cautioned, the firm must first prove that its ship is stable before taking on additional risk. "We have more announcements coming in the next months and into next year. We'll see how Star Wars performs, then decide our next steps," he said. The coming years will reveal which pillar ultimately drives Secret Mode’s growth.