Remedy Entertainment, the iconic Finnish studio behind hits like Control and Alan Wake, is making a bold move that could reshape the gaming landscape: self-publishing its own titles. In a surprising revelation during its Capital Markets Day 2024 presentation, the developer announced that it is stepping away from traditional publisher-funded models and will now take on the responsibility of releasing and promoting its games independently. This seismic shift could drastically alter how the studio approaches both development and marketing, starting with its highly anticipated sequels like Control 2 and the upcoming FBC: Firebreak.
A New Era: Remedy’s Gamble on Self-Publishing
It’s a move that has the potential to send shockwaves through the industry. Remedy’s decision to self-publish isn’t just about securing a larger slice of revenue—it’s about rethinking its entire creative and commercial process.
In a candid statement, Remedy CFO Santtu Kallionpää revealed that the studio’s previous model of collaborating with external publishers meant that the creative teams focused primarily on crafting compelling game concepts, rather than prioritizing their commercial viability from the outset. Remedy would typically pitch a game idea, secure funding, and leave the marketing, positioning, and audience targeting up to the publisher. However, with self-publishing, Remedy will now assume full responsibility for all aspects of its games, from initial concept to post-launch updates. The stakes are higher than ever—and the pressure to make commercial hits is now entirely in Remedy’s hands.
Kallionpää explained that Remedy’s previous model had allowed the studio to take creative risks without worrying about whether or not the game would appeal to a mass market. Publishers, especially platform holders, often took a leap of faith on unique, creative projects even if their commercial potential wasn’t guaranteed. However, that freedom came with trade-offs—freedom to be creative, but limited control over the final product’s destiny.
But now? Remedy’s mindset is shifting. “We’re going to need to be more strategic,” Kallionpää noted, referring to the company’s new focus on targeting larger audiences. “Now that we’re fully responsible for the success or failure of our projects, we have to make sure our concepts will resonate with a big player base right from the start.”
The Road Ahead: Remedy’s New Publishing Principles
Remedy isn’t taking this leap alone. While the studio will assume the bulk of publishing duties, it will continue to partner with strategic allies, such as Annapurna Pictures and Tencent, to bolster its self-publishing efforts. However, this partnership model will be very different from the traditional publishing route. Here’s a breakdown of Remedy’s core principles moving forward:
- Focus on Internal Teams: Remedy plans to build a lean, focused internal publishing team that will work closely with the development teams throughout the entire lifecycle of each game. The goal is to achieve operational scale and global reach, while maintaining creative control and cohesion.
- Ownership of Publishing: Remedy is committed to publishing its own games, meaning no more external publishers to rely on. The studio wants publishing and development to be fully integrated so that game concepts align with both commercial goals and player feedback from day one.
- Unified Vision Across the Company: Remedy’s self-publishing approach isn’t just for the marketing or production teams—it’s a company-wide shift. Kallionpää stressed that everyone involved in production, from designers to programmers, must understand how the game is being marketed and how the publishing process works. Every employee is now directly contributing to the success of the final product, with the end goal being to reach a large, sustainable player community.
Will Remedy’s Gamble Pay Off?
The studio’s shift to self-publishing may seem like a huge risk, but it’s one Remedy is willing to take. Kallionpää expressed confidence that Remedy’s growing self-publishing team—currently split into six key units, each with its own leader—will enable the company to adapt quickly to the market and make better decisions regarding updates, fixes, and post-launch support based on player feedback and analytics. This closer relationship with the player base could be a game-changer for how Remedy approaches its games long-term.
“By publishing our own games, we get to build closer integrations between game development and publishing,” Kallionpää explained. “We can now make key decisions about updates, fixes, and changes based on real-time data from players, ensuring that our games evolve in the right direction.”
This shift also means Remedy will be pushed to think in terms of commerciality like never before. With the stakes raised, Kallionpää acknowledged that this will require a change in mindset across the entire studio. The freedom to pursue artistic and creative risks is still there, but now Remedy will need to balance that with the very real need to ensure profitability and expand its audience.
Control 2 and Firebreak: The First Major Tests
The launch of Control 2 and the newly revealed FBC: Firebreak will serve as the ultimate proving grounds for Remedy’s self-publishing strategy. These titles are expected to build on the success of Control—a critical and commercial hit—and the studio knows that the eyes of the gaming world will be watching. Remedy is betting on its ability to blend deep narrative experiences with commercial appeal, and if Control 2 and Firebreak can capture the same magic as their predecessors while expanding their player bases, Remedy’s gamble could pay off in a big way.
The Road to Success: Remedy’s Future is in Its Own Hands
Remedy’s decision to self-publish could mark a new chapter not just for the studio but for the entire industry. By taking full control of its game development and marketing, Remedy is positioning itself as a true independent force in gaming. Whether it can balance its creative ambitions with the need for commercial success will be one of the most closely watched stories in the coming years.
As Remedy takes the reins of its future, one thing is certain: the studio will need to think more commercially, and that’s a mindset shift that could have far-reaching consequences—not only for Remedy, but for the future of AAA game development as a whole. The question now is: Can Remedy build the next wave of hit games without the safety net of traditional publishers? The answer could redefine what it means to be a blockbuster game studio in the modern era.
Key Points:
- Remedy’s Bold Move: Remedy Entertainment, known for Control and Alan Wake, is transitioning to self-publishing its games, starting with titles like Control 2 and FBC: Firebreak. This shift marks a major change in how the studio approaches game development and marketing.
- New Strategy: Remedy’s CFO, Santtu Kallionpää, explained that self-publishing isn’t just about securing more revenue, but also about aligning game concepts with commercial viability from the start. Unlike before, when publishers handled marketing and audience targeting, Remedy now takes full responsibility for its game’s success or failure.
- Principles Behind Self-Publishing:
- Internal Team Focus: Remedy plans to build a focused internal team to handle publishing, ensuring integration with development teams throughout the entire game lifecycle.
- Ownership of Publishing: Remedy will publish only its own games, ensuring better control and alignment between development and marketing.
- Unified Vision: Everyone at Remedy, from developers to marketers, will work toward the common goal of creating commercially successful titles and reaching a large player base.
- Greater Player Integration: Remedy aims to get closer to its players by making real-time decisions about updates, fixes, and game evolution based on player feedback and analytics.
- Shift to Commercial Thinking: The studio will now prioritize commercial success alongside creative freedom, requiring a mindset shift across the company to meet the financial demands of self-publishing.
- The Risk: Remedy’s move to self-publishing is a bold gamble, as it requires balancing creativity with the need to attract a larger audience and generate revenue. The success of Control 2 and Firebreak will be key in proving this model works.
- Industry Impact: Remedy’s shift could set a precedent for other studios, redefining how AAA games are developed, published, and marketed in the modern gaming landscape.