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Pitchford: Show The Publishers Some Love


Videogame publishers get a hard time. No question. If they’re not charging us too much for their games, they’re complaining about trade ins. If their not rebooting much loved franchises their releasing poorly constructed sequels. All the ills of the gaming world come from the publishers if some are to be believed. Gearbox president Randy Pitchford has his own thoughts on the matter.

“Publishers are a blessing to me,” he told MCV. “The last thing in the world I want to do is spend my time thinking about how to get boxes on trucks and send them to stores.” Indeed, publishers are the Del Boys of the gaming industry, taking developer’s spray-painted riding helmets to market and finding a buyer for them.

“I don’t want to deal with manufacturing, I don’t want to deal with sales, I didn’t get in the business to do those kinds of things,” Pitchford insisted. “I want to create and I’m thankful that there are publishers who like doing that and who are efficient. I’m grateful that there are people who are inspired by that stuff.  I’d hang myself if that was my job.”

Clearly it’s not all passion for their work as there more than a few pennies in publishing videogames, but getting the right partnership between publisher and developer is still the most important thing.

“It’s a partnership, like a marriage,” Pitchford continued. “We choose each other and there is a constant dating process. That’s part of what happens here at DICE, an infinite moshpit of courtship. It’s amazing how much business gets done here. Maybe deals aren’t closed but there’s a lot of relationship management going on. It’s like speed-dating.”

Via VG247

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