Our industry is in the midst of a balancing act, as the big publishers wrestle with the call of big-budget risks and low-cost ventures into the mobile and free-to-play market. Developing for the iPhone or on Facebook is fast becoming a more profitable business model than pumping millions into yet another shooter to be overshadowed by Call of Duty and Halo. So a lot of developers are establishing sub-brands to handle such ventures, like Insomniac with Click, and now even Capcom is getting in on the act, forming Beeline, who'll create social and free-to-play titles for the mobile market.
Up to four studios have been established under the Beeline brand, scattered across the globe in Tokyo, Los Angeles, Toronto and London, with the target of eight games published by next April the mandate slapped on every employee's desk. By forming a new brand and name - but still raking in the profits - Capcom is circumventing consumer backlash that the company is selling out, as they continue to develop big-budget blockbusters like the recently announced Dragon's Dogma.