Oxygen redefines its publishing strategy; next-gen titles on the way

Publisher Oxygen Interactive has shaken up its internal infrastructure, creating three distinct publishing labels to facilitate its new strategy of targeting specific audiences within the PC, console and handheld markets.

Oxygen's CEO, Jim Scott, told gamesindustry.biz that the company will also be publishing software for the next-generation consoles, including Microsoft's Xbox 360. These will appear under the company's "Oxygen Elite" label.

The Northamptonshire-based firm has traditionally focused on the mainstream gaming audience, publishing titles on PC, PS2 and GBA aimed at families, kids and young adults who don't necessarily consider themselves 'hardcore' gamers. The company will continue to publish its 'safe gaming' titles, all of which carry a 3+ PEGI rating, under the "Liquid Games" label. A full line-up of GBA titles is expected over the summer, in addition to a line of PC, PS2 and Nintendo DS titles.

Oxygen's launched several PS2 titles since its 2003 debut with Perfect Ace Tennis, and, having recently announced a strategic partnership with Crave Software, will continue to target the 18-35 year old competitive and social gaming audience with a new line of titles to be published under the "Oxygen Games" label.

Aiming for sports, hobby and lifestyle gaming and reaching the media savvy, value-conscious audience targeted by products such as Sony's Buzz music quiz, Oxygen Games will offer consumers a mid-priced range of pick-up-and-play titles on multiple formats.

Six titles are due for release under Oxygen Games this year, including Snow Cross 2, World Championship Darts and the soon to be announced World Championship Poker 2.

The third label for the company is the new Oxygen Elite, designed to appeal more to the traditional gaming community with premium titles on multiple current and next-generation platforms that offer a strong gameplay mechanic as well as value for money.

Asked about the potential for content distribution through the Xbox Live Marketplace, Scott said it's "certainly something we're interested in".

"We need to establish proper figures for conversion rates - how many people are actually buying the games after playing the demos - before we make a commitment, but it's definitely something to keep an eye on and we'll review it again in the near future."

The first title to be launched under the Elite label will be World Tour Golf, which has been developed by Championship Manager creators Gusto Games and promises to be "a serious rival to EA's Tiger Woods games". It's due out on PS2, PSP, Xbox and PC later this year.

"Oxygen continues to demonstrate its commitment to the ever increasing mass market entertainment consumer with the launch of these new labels," commented Jim Scott, Oxygen CEO. "The market is continually evolving and we will continue to meet the needs of these consumers with our mainstream gaming products. The launch of these labels clearly supports our strategy that will continue our impressive growth in the Market".

More information on product launches for all three divisions are expected to be announced shortly.