Blitz Games re-brand violent videogames

Independent development studio Blitz Games has announced the launch of a new label specifically designed to carry the company's more mature videogame content.

Having established a name for itself at the younger end of the market with licensed titles including Bratz, Barbie and Nickelodeon's Fairly Odd Parents, the company has now created a separate label called Volatile Games, with a very different market in mind.

Philip Oliver, CEO and MD of Blitz Games said "in forming the new label Volatile, we are able to develop the more mature themed titles whilst maintaining the integrity of the Blitz brand for family oriented games."

The Leamington Spa-based firm currently employs 40 staff in the new Volatile division, and next-generation zombie title Possession will be the first game to be released under the new label. The company plans substantial growth for the new label and hopes to announce further projects at the end of the year.

The news comes at a time when violent videogames are once again causing a storm, both in the media and in political circles. Michigan governor Jennifer M. Granholm signed a controversial violent videogames bill into law earlier this week, which has sparked strong legal opposition from trade body the Entertainment Software Association.