EA Partners With Namco Bandai

Posted by jgaudiosi :: Company News-M&A

HellgateJapanese videogame publisher and developer Namco Bandai Games has entered into a strategic relationship with Electronic Arts to co-publish the highly-anticipated PC game, "Hellgate: London" in Europe and North America.  As part of the agreement, EA will handle marketing, sales and distribution of the game, while Namco Bandai will continue to work with Flagship Studios on the development of the game and numerous ancillary partnerships including novels, toys, manga, and comics. The new agreement does not affect Flagship Studio's granting of rights to Namco Bandai to publish future "Hellgate: London" games.

"Hellgate: London" is the first original title from developer Flagship Studios.  Since the game was announced in 2004, it has received an overwhelming amount of attention including its appearance on more than 30 magazines covers worldwide in addition to multiple industry nominations and awards.

"Hellgate: London" is an action-driven role-playing game that offers infinite playability with dynamically generated levels, items, enemies and events. The player creates a heroic character, completes quests and battles through innumerable hordes of demons to advance through experience levels and branching skill paths. A robust, flexible skill and spell system, highly customizable appearances and a massive variety of randomly generated equipment allow players to create their own unique heroes.

In addition to its ancillary deals for toys and comics, this would make a great movie. If the game performs as well as is expected at retail (and EA wouldn't have signed on if it didn't think it would), this franchise could move to Hollywood in the near future.

“This partnership assures the best possible outcome for 'Hellgate: London' from both a development and customer-reach standpoint.” said Bill Roper, CEO of Flagship Studios. “By working with both companies in their undisputable areas of strength and expertise, we can bring the game to as many people as possible while maintaining our development focus and schedule at Flagship Studios.”


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