Dieter Schoeller: Why Headup Parted Ways with Thunderful

Earlier this year, Thunderful sold Headup for €500,000 – a move that came three years after acquiring the German-based developer and publisher. The sale was part of Thunderful's restructuring efforts announced in January. However, according to founder and CEO Dieter Schoeller, the decision was also driven by a shift in the company's priorities. Schoeller notes that Thunderful expanded its publishing department in the UK, leading to a dual-label strategy, with him focusing on indie titles and the core business handling larger productions in the UK. This change led to Schoeller taking on various roles, including VP of publishing and VP of production, which resulted in a more experimental approach. He believes that Headup's unconventional approach may have been too quirky for a larger corporation seeking to streamline its operations. The discussions for Headup to leave Thunderful lasted around seven months, and Schoeller states that they parted ways amicably. He still owns approximately 1% of Thunderful and maintains a good relationship with the team. The options for Headup's future included closure, finding a new buyer, or selling it back to Schoeller, who ultimately made an acceptable offer. Since the separation, Headup has spun off its development studio Goon Squad and has several projects in the pipeline, including the racing game Screw Drivers, which is currently in early access. Schoeller emphasizes that Headup is not struggling without Thunderful's resources, citing that the sale was made during a seller's market with favorable prices. His primary concern was ensuring the well-being of his team and providing them with opportunities to thrive. Schoeller reflects that working on smaller, indie projects can be more enjoyable than larger productions, as it allows for more freedom and passion. He prioritizes supporting grassroots developers and enabling them to showcase their work, preferring to remain in the background and let the studios and their titles take center stage.