deep silver1 -
deep silver1 -

Dead Island publisher Deep Silver has claimed that it is "much better than the Activision's, EAs, and Ubisofts of the world" because it actually "make(s) money", and attributes Dead Island's success to "some genius marketing... that larger companies wouldn't try".

"We're a small, guerilla tactics company," Deep Silver's COO Geoff Mulligan told Game Informer in an interview published in the magazine. "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]"

Dead Island screenshot

Deep Silver is a division of privately-held entertainment distribution company Koch Media. The firm saw its first major success story with Dead Island, before acquiring Metro: Last Light, Saints Row 4 and Volition from defunct publisher THQ.

"That's what it's all about," Mulligan continues. "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."

Mulligan believes that you "do not need a giant organization anymore to succeed as a video games publisher, citing Deep Silver's ability to "move quickly" and "use guerilla tactics" as reasons for its success.

"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."

Deep Silver achieved major success with Dead Island, a zombie-themed action-RPG released in September 2011 that went on to sell over 5 million units.

However, Mulligan admits that luck played a part in the game's success.

"We thought it would be a very good title," he added. "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."

The sequel Dead Island: Riptide is due for release on Xbox 360, PlayStation 3 and PC later this month.

Source: Game Informer - May 2013

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User Comments

FrostySphincter's Avatar


This guy sounds like a real S-Rank ass hole.
Posted 19:00 on 11 April 2013
Woffls's Avatar


Reading this reminded me of Rovio's comments from a while back. Make of that what you will.
Posted 20:23 on 10 April 2013
mcnasty72's Avatar


Why is everyone so quick to defend EA all of a sudden? I never thought I would see ANY gamer defend those guys. Time to find another site, you guys defend EA is just crazy. I'm out peace. Oh is SimCity up today? You SUCKAS.
Posted 19:48 on 10 April 2013
MJTH's Avatar


It think the difference is: EA and activision know that most people hate them. Deep Silver make cocky comments like this, as if they they are oblivious to the fact most people hate them. Ubisoft is actually a decent company, which whilst has flaws, does not deserve such a comparison.

The one redeeming factor deep silver have is that they are publishing Killer is Dead.
Posted 16:37 on 10 April 2013


Deep Silver are full of so much *****. Nothing says 'Better company than X' by showing a mutilated torso with tits barely being covered by patronage.

***** off, DS, you seem to forget just how many copies CoD sells and you call yourself a better company than them? Just because you released a buggy as *****, generic, mediocre crapfest that still managed to sell well because of cool looking adverts and an initial different type of trailer that doesn't make you better.

Don't count your chickens before they've hatched and just because you've bought something like Saints Row don't forget that it's borderline tastelessness is what made it good and funny. Something I think you will butcher by putting something like skull-*****ing minigames in, or something so creatively poor taste that Rapeplay games will soon adopt.

Posted 14:43 on 10 April 2013
Clockpunk's Avatar


I fully support Deep Silver, as et the end of the day, their titles have always provided me personally with a huge amiount of fun and enjoyment.

The same cannot be said of EA or Acti titles, as of late.

I'm with them, and their bold claim, 100 per cent.
Posted 12:41 on 10 April 2013
munkee's Avatar


Guerrilla tactics were mentioned three times in this article. But what actually happened was that they released a mainstream trailer to all the mainstream channels that showed no gameplay and was fairly irrelevant to the actual game. The loose tie was zombies.

Where they really differ from companies such as Activision, EA, Ubisoft, etc.. Is that those guys would never have got away with pulling "Genius marketing" like that and would have suffered a HUGE consumer backlash.

Deep Silver got lucky with a pocket full of great CGI.
Posted 11:49 on 10 April 2013
rico_rico's Avatar


1.for me dead island was decent and have a lot of bugs
2.and riptide its ads on not a sequel they're making more $$$$ than activision (call off duty) I love the ambition about this company but they need to make triple aaa game in house not buy some studio(metro saint row ) and start saying we are making more $$$$
4.mke new engine for dead isnland
Posted 11:15 on 10 April 2013


So they have 1 big success and think they're amazing? Let's see how Riptide does...
Posted 10:20 on 10 April 2013

Game Stats

Release Date: 26/04/2013
Developer: Techland
Publisher: Deep Silver
Genre: First-person action game
Rating: PEGI 18+
Site Rank: 9,834 117
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