Deep Silver's COO Geoff Mulligan is bullish on his company's prospects, as well he might be; though he says Deep Silver has no real desire to become a giant organisation. He does, however, already consider Deep Silver to be "much better than the Activisions, EAs, and Ubisofts of the world".
Why? Well, the answer's simple: Deep Silver are making money.
"We're a small, guerilla tactics company," Mulligan told Game Informer. "People say, 'Oh, you acquired Volition and Metro, you're going to be a triple-A publisher. What separates us from a triple-A publisher is that I don't really have a desire to be a triple-A publisher.
"I actually think we're much better than the Activisions, EAs, and Ubisofts of the world. People say, 'What do you mean? They are valued at three billion dollars.' I say the difference is that we make money. [Laughs]"
Deep Silver are rising rapidly as a publisher with some serious clout, making waves with releases such as Dead Island, Sacred 2, Risen and the recent acquisitions of Saints Row and Metro. But, although they're essentially a sub-division of a larger parent company in Koch Media, Deep Silver themselves are small for a top tier publishing outfit, and Mulligan sees nothing wrong with that at all.
On the contrary, it's what's allowed them to bloom thus far.
"That's what it's all about," Mulligan suggested. "Now, with the acquisition of Metro and Saints Row, it allows us to, again, go from strength to strength. But do I want to hire 500 people and build a world headquarters? That's not what we do - nor is it what we need to do.
"I firmly believe that you do not need a giant organization anymore. That's what's killing so many publishers. The moment you don't have a giant, triple-A hit, your overhead absolutely eats you alive. What do you do if this big, triple-A game didn't hit? You've got to ship another one very quickly and hope that one does."
"I wouldn't consider us a middle-class publisher at all," he continued, "we're a publisher that, in a difficult and rapidly evolving marketplace, uses guerilla tactics. We move quickly and we don't have a public board of directors to answer to. We like what we do and have fun. That's important! You go to some of these companies - you probably have good friends at some of these companies. You go hang out with them, and they are miserable or they are frightened. I think our people are having a really good time."
That being said, Mulligan readily admits that luck, and some rather canny marketing, had a lot to do with the success of the publisher's breakthrough title: Dead Island.
"We thought it would be a very good title," he said. "Did any of us predict the kind of runaway success that we've had - three million [in the US], five million worldwide? I don't think in anybody's wildest imagination would it have gone that far.
"Luck had a lot to do with it, and some genius marketing - marketing events that larger companies wouldn't try."