Since mid-2023, the video game industry has faced a continuous wave of challenges, from mass layoffs at large studios like Epic Games to smaller teams struggling to survive despite critical acclaim. While many publishers are forced to seek alternative markets, Kepler Interactive stands out with its unique portfolio, remaining true to its original strategy.
Despite the uncertainty, Kepler Interactive, the British publisher known for its distinctive game offerings, is investing in the traditional PC and console markets. With titles like the survival game Pacific Drive, the soccer simulation Rematch, the Metroid-inspired Ultros, and the upcoming French culture-inspired fantasy game, Clair Obscur: Expedition 33, Kepler believes that passionately developed games can still find their audience, even in a crowded market.
Matthew Handrahan, Senior Portfolio Manager at Kepler Interactive, acknowledges that current market trends paint a “pretty scary picture.” However, he believes the obsession with the popularity of older games has overshadowed an important truth: there is still a dedicated audience actively looking for new games.
“A relatively small percentage of people who buy new games actually buy quite a lot of them every year,” Handrahan explained in a recent interview. Although not every player will buy every new game, Kepler’s strategy is to target diverse groups of players with specific interests. Their bet is that even in difficult times, innovative and unique games can find their audience.
Kepler’s publishing strategy relies on what Handrahan calls a “gut-feeling” approach. Their team seeks out games that personally excite them and that they believe will connect with players. While budget and production sustainability are still important factors, the key emphasis is placed on passion and vision. Handrahan highlights the importance of “real specificity” in a game’s concept. He cites Sifu, Kepler’s martial arts action game, as an example, noting that it stood out because it faithfully emulated the style of Hong Kong action cinema, from the combat moves to the camerawork and editing.
He also mentions Clair Obscur: Expedition 33 and Pacific Drive as examples of games with strong, clearly defined visions. “It starts from the experience they want to create, and then you work your way back to the gameplay that will deliver that experience,” he explained. Although Kepler supports original visions, Handrahan admits that market realities are equally important. He cautions developers about overcrowded genres, such as Metroidvanias, first-person narrative adventures, and 2.5D platformers, where success often depends on low budgets and small teams.
