Ignition Rebrands, To Increase Focus On Online Platforms

Deadly Premonition publisher Ignition Entertainment is rebranding under parent company UTV Group as UTV Ignition Entertainment, and placing an increased emphasis on online platforms. The company said Friday that it would focus on marketing, development and publishing of games for direct-to-user digital platforms including Xbox Live, PlayStation Network, Steam, Facebook, Google Games and Apple touch devices. UTV Ignition called the move a "major strategic evolution." UTV Ignition chairman Hassan Sadiq said in a statement, "The industry is moving to a place where gamers want more for their buck. There is a demand to market and publish games at more inclusive price points that maintain the same level of quality as their boxed counterparts, and we will invest directly in our own gaming communities to drive this." Previously, the publisher brought unique packaged titles to the U.S. including Vanillaware's well-regarded Wii game Muramasa: The Demon Blade and the Xbox 360 version of Access Games' Deadly Premonition. The London-based company also has offices in Los Angeles, Florida and Japan. Currently, its internal studios are finishing work on "original triple-A IPs" that are packaged titles: El Shaddai, War Devil and Reich. GamesIndustry.biz reported that former IGN executive Justin Keeling joined UTV Ignition as global strategy and product head. "We're ready to invest in top tier talent and marketing to help create breakthrough titles for our development partners," he said.