Why Cult Games decision to acquire Neonhive was a no-brainer
Indie publishing label Cult Games has acquired PR, publisher, and marketing firm Neonhive.
Having been a publisher for over a year, now was the time for Cult to grow even bigger, its CEO Helen Burnill tells GamesIndustry.biz.
"I'm not good at everything, and I need an astonishing team who knows what they're doing and has proven that. And I certainly need senior leadership who's got the guts and the grit to run a business in the 2020s and the expertise that I know I need to build what Cult needs to be. After months of wondering about this, it occurred to me that this person existed and they were already running their own business, so I called Korina [Abbott, Neonhive director and founder].
"Cult needed to expand aggressively; it needed killers in every discipline"
"I've known Neonhive for ages and have long regarded them as the best games marketing agency around. I approached [Korina] and said, 'Why don't we just leapfrog several years?' Cult needed to expand aggressively; it needed killers in every discipline. I've known and respected Korina for years, and in order to do it, [partnering up] made sense."
When Burnill approached Neonhive it was an immediate yes, Abbott says, who has also been appointed COO at Cult as part of the merger.
"I know Helen's superpower, and I know her team is really talented as well," she adds. "Looking at what we could do together, being able to supercharge our businesses by two or three years by combining forces was something I was always going to say yes to.
"I've known Helen for a very long time; we've always orbited each other and have massive respect for one another so this was the natural next step – it made perfect sense."
Burnill says that by combining Cult and Neonhive, they'll be able to attract developers with their experience in publishing, marketing, and PR. Neonhive branched out into publishing earlier this year, a decision Abbott told GamesIndustry.biz at the time was to grow the company's sustainability.
Prior to forming Cult,
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