Industry Veterans Establish Alibi Games, a Hybrid Publisher and Agency

A group of seasoned Sega professionals, including Jarvis Crofts, Luke Greenaway, and Mark Dallamore, have launched Alibi Games, a unique publisher-agency hybrid. Based in London, Alibi Games leverages its founders' extensive experience in production and publishing to assist developers in pitching and publishing their games. In an interview with GamesIndustry.biz, CEO Jarvis Crofts and CSO Luke Greenaway shared their insights on the formation of Alibi Games and their approach to creating a sustainable business model. Greenaway drew inspiration from his time in the music industry, where scouting is crucial, and applied this concept to the gaming sector. He noted that the success of games is unpredictable, making it challenging for publishers to maintain sustainability. Crofts, Greenaway, and Dallamore bring over thirty years of combined experience in the gaming industry, having worked at Sega and other notable companies. Greenaway emphasized the importance of staying small and being selective about the developers and games they work with, allowing the team to focus on a few projects and ensure their success. The developers they've spoken to have been receptive to this approach. Crofts added that their objective is to meet talented developers and work together to bring great games to market, whether through publishing, representation, or consultancy. Efficiency is key to sustainability, and Alibi Games aims to maximize its limited focus. The company's hybrid model sets it apart from other publishers and agencies, offering a smart first point of contact for developers and providing opportunities for constructive feedback and guidance. Greenaway and Crofts are passionate about supporting independent developers, who they believe are the driving force behind creativity in the industry. They intend to focus on mechanically deep, system-driven games that are not asset-intensive or massively multiplayer, often created by small teams or individuals. This approach allows them to be selective about the titles they work on and maintain a sustainable business model. While sustainability in the industry is still a long way off, Greenaway believes that their model can be replicated and that it's essential for publishers to prioritize sustainability and support developers in achieving their goals.