PopCap have announced the formation of a new small games label, 4th & Battery. Named after the cross streets of the game maker’s Seattle headquarters, the studio within a studio will act, according to Executive Vice President Ed Allard, as “a pressure valve intended to keep [their] heads from exploding.”
“The PopCap brand has become closely associated with ultra-high quality, polish and attention to detail – which is a great thing. But our standard game development process is therefore long and involved, and doesn’t really accommodate all of the creativity pumping through our collective veins,” said Allard. “4th & Battery gives us a way to quickly try really strange or marginal ideas, and to give our designers a safe area to hone their chops.”







