Abandons Action, "Absolute Focus" On Racing
Codemasters has announced that they'll be officially rebranding as of May this year, officially becoming Codemasters Racing. They'll specifically look to focus on the racing genre with titles like Dirt Showdown and the F1 franchise, but plan to shelve their shooter lineup after Bodycount and Operation Flashpoint: Red River released to a lukewarm reception.
Codies communications chief Rich Eddy told MCV that Codemasters Racing will focus on becoming the best racing publisher in the world, bar none.
We have kept our reputation for delivering best-in-class racing games. And best-in-class racing games is now our razor focus going forward.
In racing, we are No.2 in Europe and that’s not good enough. We want to take racing games across multiple platforms and genres. So that players can play anytime, anywhere and on any device.
Racing is our DNA, it is our heritage, it is our specialisation and it is our absolute focus going forward.
A Codemasters spokesman reiterated their razor-sharp specialisation to Eurogamer, while confirming that their shooter IPs will be put on indefinite hold.
The [racing] focus is an exclusive one, there are no other genre properties in development at this time; racing is everything. We are also increasing headcount across the operation, which currently employs around 700. We are expanding the teams by a further 100+ development positions, which are opening over the course of the year across the sites.
Codemasters also announced a new online hub that will draw their disparate racing titles together into a single cohesive community. Entitled Racenet, this new service provides players with a unique Driver Profile that will act across future F1, Grid and DiRT games, and plans to offer regular community events and prizes. It will make its debut on May 1st, accompanied by the DiRT Showdown demo.