Codemasters is looking to abandon traditional retail and make a serious move into digital distribution.
Following the British developers 50% buy-out by Indian firm Reliance Big Entertainment, CEO Rod Cousens has announced the company’s new direction. Speaking to MCV, Cousens said, “A traditional games publisher with a distribution infrastructure is no longer the model. It is the model of the dinosaurs.”
“We have positioned ourselves well for the future. We’ve focused on franchises that are proven. We have an online infrastructure that companies far bigger than ours haven’t got – which has been extremely beneficial in terms of our alignments with Reliance. And we are now addressing emerging markets. I think all of those aspects are points that other companies have yet to address.”
Cousens believes the move towards digital, as well as the new investment, signals the company’s arrival among the big boys. “This deal secures the long-term future of Codemasters,” he said.
“Staff at Codemasters can walk around with their heads held high, and no-longer consider themselves this small unknown. Those that have sat in the fast lane to date, move over.”