Deep Silver better than Ubi, EA, Activision because “We make money”

The COO of Deep Silver says they can attempt marketing strategies that bigger publishers wouldn’t even dare think about.

The COO of Deep Silver – the company that published Dead Island and its upcoming sequel, Riptide – has said that Deep Silver is better than companies like EA, Ubisoft and Activision.

"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]

"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."

With only a few weeks to go before Dead Island: Riptide is released, it's no surprise that the COO has said something comparing his company positively to its competition. Maybe he's more like the AAA publishers than he'd care to admit.