It’s to ascertain a brand new id, and in addition a bit simpler to say

Koch Media, a video games writer beneath the grand umbrella of the Embracer Group, is altering up its identify. The writer previously often called Koch is now Plaion, because the 28-year-old firm is rebranding.

Beneath the moniker of Koch Media, the corporate operated publishing labels like Deep Silver and Prime Matter. It’s a part of numerous video games and types, starting from Homefront and Metro to Saints Row and Useless Island. The corporate was bought by Embracer Group (THQ Nordic on the time) in 2018. Now, it can function beneath a brand new identify.

In a press launch, Plaion says this new identify will higher symbolize the corporate’s historical past and the teams it really works with.

“Our new identify affords us the chance to construct on our wealthy historical past as a publishing associate and our excellent, continuously rising community of world-class growth studios and artistic individuals, to maintain delivering premium service to our companions, to focus on our ambition as a worldwide participant inside the leisure trade but additionally to reinvent ourselves,” stated Plaion managing director Klemens Kundratitz. “Our imaginative and prescient is to allow and encourage our worldwide groups and companions, unlocking their full potential.”

What’s in a reputation?

Talking to GamesIndustry.biz concerning the identify change, Kundratitz additionally expresses hope that the identify change will make extra of a world affect.

“Our identify for therefore a few years was related to bodily distribution, maybe with us being extra of a central European firm–though together with the UK as a result of that was among the many first three international locations the place we launched,” Kundratitz advised GIbiz. “However we’re maybe not seen as a worldwide firm. And it’s typically troublesome for some individuals to pronounce.”

For the document, Plaion is simple to pronounce. It’s simply play-on. The corporate’s new emblem can be stylized across the frequent triangle used for Play.