ift London will be headed by Rare veteran Lee Schuneman, who said the studios purpose is to create new IP in new business models.
Europe is our main focus, he said. We are here to deliver entertainment as a service, when, where and how you want it. We are going beyond the box, onto tablets, mobile and TVs. And we are made in London, a diverse city thats full of opportunities.
The traditional retail games release model, massive up-front-design and development costs, will change and as we do know is change. We will still see the big blockbuster games. But for the larger, networked gamers, we need to think of new business models.
One of the studios incorporated into Lift London is called DLaLa, which will continue to work as an independent studio. Lift London will also provide support to young and talented start-ups.
Reading their direct quotes, their 'tablet focus' may be less about targeting a local execution environment in tablets and more about just trying to reach people using tablets. A cloud service in the streaming sense could reach all the devices they're talking about.
