/// PopCap Games Unveils New Label for Building Fast, Cheap and "Unpleasant" Games [eMoney]
With the popularity of new platforms like Facebook and smartphones, videogames can often be developed more quickly and often times more cheaply. In addition, they often can be developed with less attention to detail because they can be updated over-the-air as needed. But shifting to that style of development for a more established game company–without making an acquisition–can be difficult. PopCap Games, which is preparing for an IPO , is giving it a shot by forming an internal experimental label called 4th & Battery. The label will give the company’s designers and developers “free rein to create smaller, simpler, and sometimes edgier games without the typical constraints of an established global games publisher.” The label is named after the intersection in downtown Seattle where PopCap’s headquarters is located. Its first game, announced today, is Unpleasant Horse coming for Apple’s iPhone later this month for free. The game definitely represents a shift from the company’s casual game style that’s approachable for the whole family. Previous hits include such titles as Bejeweled and Plants Vs. Zombies. Unpleasant Horse can only be described as a vegetarian’s nightmare. In the game, a horse flies through the air with wings. The player’s goal is to destroy small birds and land on other innocent horses on the ground, which are then pushed into a meat grinder underground
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