No More Robots Launches First Self-Developed IP After Nine Years

Boutique video game publisher No More Robots is stepping into direct game creation with the debut of its first self-developed intellectual property, reaching a strategic turning point nine years after the company was established.

Founded by Mike Rose, the operation initially built its market profile by scouting, funding and marketing projects from outside creators. The transition into proprietary production marks a notable expansion of the company's original business footprint.

Speaking on the decision to embark on internal development, Rose reflected on the company's unorthodox approach to expanding its pipeline. "This sounds so naive and stupid, but somehow it's working," Rose told GamesIndustry.biz regarding the nine-year journey toward launching in-house software.

## Shifting Dynamics in Indie Publishing

Direct ownership of game assets provides indie labels with full control over monetization, sequel rights and long-term catalogue exploitation. Relying solely on third-party publishing often leaves boutique houses vulnerable to shifting developer allegiances and shrinking distribution cuts.

The strategic repositioning comes as independent publishers navigate higher production overheads and tightening capital across digital storefronts. By controlling its own technology and content pipeline, No More Robots is working to build more dependable balance sheet assets in a cautious interactive market.