“We had to choose just one character.”Īndre Bronzoni, senior global brand manager at 505 Games, explains that the logistics of creating physical games varies depending on the type or genre of game in question, noting as an example that console gamers are traditionally more interested in physical media than the PC crowd. “The initial cost to start-up the whole process, making the moulds, that is extremely expensive,” he explains. Gustafsson estimates that finalising the action figure took around six months - quite the time investment, and that’s before you get to the production cost. Take the action figure produced in collaboration with Californian distributors Innex, Easy Trigger produced mock-ups and concept art for the ‘John Sawyer’ figurine, as well as designing packaging and giving feedback. Making some of Huntdown’s more bespoke collectibles a reality proved tricky, however. Easy Trigger provided assets and art direction for Huntdown’s physical version, collaborating closely with Clear River Games. Around this time, Easy Trigger started discussing a physical release with Clear River Games and Coffee Stain Studios, subsidiaries of Embracer Group (which also acquired Easy Trigger in August 2021). Huntdown released digitally in May 2020, to critical acclaim. It’s perhaps only fitting, then, that it be made available physically, with a ‘premium’ retail edition containing a manual and pins alongside a collectors edition containing various nostalgic nuggets like a cassette soundtrack and a GI Joe-style action figure. Retro 2D run-and-gunner Huntdown was created by developers Easy Trigger as a love letter to the Eighties, channelling the spirit of classic films like The Terminator. Meanwhile, the rise of indie-focused distributors like Limited Run Games and iam8bit can facilitate the physical release of interesting, idiosyncratic games created by smaller developers.īut there’s a lot to bear in mind before jumping in head first, from finding a suitable publishing partner to navigating the various challenges presented by releasing a physical product during the pandemic. Indeed, physical sales actually outsold digital for the first 10 months after the launch of the PlayStation 5, according to Game Sales Data analysis. Despite the increasing digitisation of the games industry, physical games remain a prominent part of the industry’s landscape. There’s something inexplicably satisfying about holding a video game in your hands. We examine the challenges small and independent studios when turning their game into a physical product.
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