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[Kifimbo]

PR first. Seems like it might be a new studio too.

NAMCO BANDAI Games Announces New ‘SURGE’ Publishing Label
SURGE Represents Robust Line of Titles and Audience Expansion

SANTA CLARA, Calif.--(BUSINESS WIRE)--Leading video games publisher and developer NAMCO BANDAI Games America Inc., today unveiled the formation of SURGE™, a new studio and publishing label dedicated to providing cutting-edge, genre-defining games that are targeted at satiating the appetite of western gamers. SURGE will deliver quality interactive entertainment across a wide assortment of categories and platforms.

“SURGE presents a significant milestone for NAMCO BANDAI as it personifies our commitment to deliver compelling content for the discriminating player who is looking for games that are not only groundbreaking but also push the envelope,” said Andrew Lelchuk, executive vice president of sales and marketing at NAMCO BANDAI Games America, Inc. “Through passion and innovation, SURGE will complement our portfolio of established franchises and intellectual property while positioning the company as a creative force.”

Afro Samurai®, the high-style title that blends urban hip hop culture with traditional Japanese aesthetics, will be the first game to launch under the new label when it is released on January 27, 2009. Additional IPs currently in development and slated for 2009 will also be published under the SURGE label.

For more information about Afro Samurai and other NAMCO BANDAI Games products, please visit: http://www.namcobandaigames.com.

Logo:

 

[Deleted member 20415]

So the PR makes it sound like it's just a shadow label that they will publish NB games under to appeal to "westerners."

That logo is pretty awful. Too much stuff going on... getting a sweet Mountain Dew vibe off it. Whoever focus grouped that one should hang up their spurs.

 

[rykomatsu]

did namco bandai become an herbal soda beverage company?

 

[akilshohen]

I'd rather have the Namco Bandai label on the Afro Samurai cover. Looks generic and reminds me of a video card.

 

[Mr.Wuggles]

cool! that means the tales games can be localized under this cool, hip, and edgy logo

right, namcunts?

 

[ivysaur12]

That logo is terrible.

 

[PepsimanVsJoe]

I think I'm going to be sick.

 

[Dascu]

LIIIIIIIISAAAAAAA- Oh wait.

 

[distantmantra]

I'd rather have the Namco Bandai label on the Afro Samurai cover. Looks generic and reminds me of a video card.

I'd rather have the Bandai logo. I really miss it on their North American releases (it's still used in Japan, the BNG logo is on the back of the case).

 

[ZealousD]

Hey Scamco, you know what would satiate my appetite? Stop making it a coin flip on whether or not a Tales game is coming this way or not.

 

[Wario64]

So hip.

 

[XiaNaphryz]

Is this a not-so-subtle hint at the surge of genre-defining DLC that will hit soon after?

 

[Jim]

So very Xtreme dude.
Poochie agrees

 

[AmMortal]

Why does this remind me of electric toothbrushes?

 

[gutter_trash]

you did not support the surge!!

*edit, that is one ugly logo

 

[Aeris130]

Reminds me of those cheesy minimalistic B-grade cartoons on Cartoon Network and Disney channel.

 

[RSTEIN]

Designed by a 45 year-old marketing exec given the task of designing a logo that would appeal to "hip and cutting edge" 18-25 year olds.

 

[Shig]

THEY LIVE AGAIN!

 

[kenta]

Surge of retarded DLC amirite

 

[gkryhewy]

So very Xtreme dude.
Poochie agrees

My first thought too.

 

[kay]

 

[HiccupTruck]

 

[DOBERMAN INC]

Sound's like a new Coke product.

 

[icecream]

So is the point of this to differentiate between their western developed titles and their Japanese titles? Different PR approach? Or do they actually think that their Namco-Bandai label image is what has been holding back their sales?

What's the crazy logic here?

 

[drtomoe123]

Like someone else said earlier...I REALLY miss the BANDAI logo. :/

 

[Loudninja]

boxart

Man that box is good.

 

[industrian]

Just be thankful they didn't replace the S with a Z.

 

[Nolan.]

Namco just can't catch a break this gen... fools.

 

[sajj316]

I don't care what they call themselves ... just make good games. What if you never heard of Zipper or Bungie ... would they be lame names?

 

[so_awes]

I think I'm going to get better.

 

[jj984jj]

I wonder if Hirokazu Yasuhara's next game will come out under this label...

 

[Guymelef]

 

[Wario64]

I don't care what they call themselves ... just make good games. What if you never heard of Zipper or Bungie ... would they be lame names?

At least Zipper and Bungie have better logos.

 

[A Human Becoming]

I miss Surge, even though it was very unhealthy.

 

[Shard]

SO they are going have Bill Goldberg as a sponsor then?

 

[Death_Born]

If they want to make a cutting edge product, this is not a good start.

 

[DogWelder]

cutting-edge, genre-defining games that are targeted at satiating the appetite of western gamers

 

[Fatalah]

 

[B_Rik_Schitthaus]

If they want to appeal to westerners they should have called it "Guns n' tits".
Surge sounds so 1993

 

[Link]

I miss Surge, even though it was very unhealthy.

Vault is pretty much Surge reborn.

 

[Barrett2]

They should have gone with BRAWNDO - THE REVIEW SCORE MUTILATOR!

 

[MisterHero]

So hip.

 

[AndyD]

So the PR makes it sound like it's just a shadow label that they will publish NB games under to appeal to "westerners."

Exactly my thought. ANd its a terrible logo to boot. Get rid of the background and its much better.

 

[Flying_Phoenix]

It sounds like one of those "extreme" drinks like "Vault" or some shit.

Also the logo! WTF is it the 90's again?

 

[Y2Kev]

TURDge

 

[djtiesto]

Anybody else as sick of the trend of Japanese developers attempting to water down and change their games for American consumption? It's like the mid 80's all over again. Not to mention that logo reeks of early 90's, and amateur music-making software for the PC.

 

[Link]

It sounds like one of those "extreme" drinks like "Vault" or some shit.

Subconscious thought?

Vault is pretty much Surge reborn.

 

[Mindlog]

looks like a familiar gang sign :lol

what happened to those guys?

 

[Kill Your Masters]

Anybody else as sick of the trend of Japanese developers attempting to water down and change their games for American consumption? It's like the mid 80's all over again. Not to mention that logo reeks of early 90's, and amateur music-making software for the PC.

Not as sick, I rather find it funny, since Surge is pretty much the perfect example of "doin it wrong".

 

[Stop It]

Oh dear god, Namco Bandais grand plan for appealing to "Westerners" is to create a sub-brand that not only serves only to confuse the general public (Surge? Who dey?), also manages to disenfranchise gamers whilst looking like a throwback to mid 90s B grade advertising?

Good job all round, pat on the back to the execs who have obviously worked long and hard to come up with this brilliant solution to a problem that doesn't exist in the first place!