Influencer Marketing Agency Instinct3 Launches New Publishing Division

Okay, so here’s the scoop. There’s this German outfit, Instinct3—I think they do all that influencer marketing stuff? Anyway, they’re diving headfirst into the game publishing world. Yeah, it’s like a big leap from Instagram posts to publishing video games. Wild, right? So, they’re calling this new gig Sidekick. Kind of catchy, if not a bit predictable.

They wanna be the new BFFs for indie and mid-sized game creators. Their first title’s gonna be “Deadly Days: Roadtrip.” Sounds intense, like, I’m thinking zombies, maybe? Or is it about bumper cars? Could be either. Anyway, helming this ship are CEOs Jasmin Oestreicher and Melvin Frank. Familiar with those names? No, me neither but I guess they’ve got some serious street cred in the marketing world or something.

Oh, and if you’re sitting there thinking, “Hey, haven’t they done this before?” You’d be right. They dipped their toes into this pool with games like 9 Kings and Asgard’s Fall. Or did they belly flop? Tough to say.

So Jasmin’s throwing down some wisdom bombs about experience being king but—wait for it—you can’t just coast on old successes. Especially not with gamers. Too much fluff and they’ll see right through it. You gotta keep it real and fresh out there. Makes sense, I guess? Kind of like making a layered cake; eat it while it’s fresh, don’t just stare at it.

And then there’s Melvin—he’s like the wise sage looking back on a year of game releases. I mean, haven’t we all done that kind of reflection? He’s talking about lessons learned and how Sidekick’s gonna up their game (pun possibly intended) for indie devs. It’s a feel-good, “let’s do great things” vibe. End of day, they’re dreaming big, aiming higher, and all that jazz.

So yeah, maybe keep an eye out for what Sidekick churns out next. Could be a blockbuster or just another forgettable title, but worth a peek either way. 🍿