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Koch Media ditching name it admits is tricky to get your mouth round

Koch Media, which owns online game publishers equivalent to Deep Silver and builders equivalent to Battle Horse, has rebranded itself as Plaion (pronounced ‘Play On’).

In a press launch, the corporate, itself a part of the huge Embracer empire, acknowledged this identify was chosen to “higher painting who we’re and the journey we’re taking”.

“During the last 28 years, we’ve got constructed an extremely sturdy enterprise, partnering with most of the best-known names within the trade,” wrote Plaion CEO Klemens Kundratitz.

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“Since becoming a member of the Embracer Group in 2018, progress has accelerated and we’ve got change into more and more diversified… Our new identify gives us the chance to construct on our wealthy historical past as a publishing companion and our excellent, always rising community of world-class improvement studios and inventive folks, to maintain delivering premium service to our companions, to focus on our ambition as a world participant inside the leisure trade but in addition to reinvent ourselves.”

Kundratitz careworn to GamesIndustry.biz that, even with this rebranding – which additionally sees a brand new firm brand (above) – Plaion will very a lot stay “at first a video games firm”.

“We’re not mutating into a special firm, we’re simply following a path that we have already been on since changing into a part of Embracer Group,” he stated.

“Our mantra is we wish to provide video games wherever and nonetheless folks wish to play them: bodily, digital, collector’s editions. No matter manner folks wish to devour our content material, we’re there. We’re long-term dedicated within the bodily area, however equally we have to reinvent ourselves on a regular basis.”

In addition to this, the CEO acknowledged that some folks had hassle announcing Koch.

The primary sport from the corporate following its rebrand would be the reboot of Saints Row.

Ian lately had a hands-on preview with the sport, remarking that it’s “simply as ridiculous as earlier video games” within the collection.

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