"There is no easy answer anymore, there's no kind of playbook" – Secret Mode is hedging its bets with two very different pillars
It's all smiles over at Secret Mode right now. Since breaking free from Sumo Digital (and its parent Tencent) last year, the newly independent UK publisher has been going great guns. Read more
Secret Mode, the newly independent UK publisher that broke away from Sumo Digital and Tencent last year, is experiencing phenomenal growth. Since its separation, the company has set its sights on two strategic pillars: pure indie titles and higher-budget games such as Star Wars: Galactic Racer.
According to James Schall, Secret Mode's chief publishing officer, the company smashed its business plan leading up to 2030 within just four months of the separation. This transition was relatively smooth, with Tencent being helpful throughout the process. Schall explains that the Chinese giant didn't need 18 different publishers after acquiring Sumo Digital, and that helped facilitate the smooth transition.
Secret Mode's strategy involves investing in quality games to stand out in the current market, where discoverability is becoming increasingly difficult. Schall stresses that selling a mediocre game is nearly impossible, and even selling a very good game remains a challenge. The publisher aims to make the right decisions and potentially capitalize on successful games with untapped potential.
Two high-budget investments from Secret Mode are the Star Wars Galactic Racer, set to release on October 6, and Escape the Backrooms and Chained Together, published by Fancy Games and Anegar Games, respectively. Schall emphasizes that co-op games cater to an audience accustomed to online interactions, especially those who grew up during the COVID era. These titles are developed in partnership with external studios, such as Blackbird Interactive for Escape the Backrooms.
In addition to its strategic investments, Secret Mode has opened an internal development studio in Sheffield. This new "caretaker development" model allows the company to continue creating content for existing games while also developing new ones. This approach has proven successful, with Secret Mode's released titles, Escape the Backrooms and Chained Together, generating significant sales and fostering loyal player communities.
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