PopCap (they of Plants vs Zombies and Bejeweled fame) have announced the creation of a self-described ‘experimental’ game label – 4th & Battery.
The intent is to farm out more unusual or flat-out bizarre ideas to this label, and release them without the pressure of a heavily targetted demographic or cramped deadline. “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,” says PopCaps Ed Allard.
This all sounds wonderfully arty and Factory Records-esque (except that Factory Records wasn’t backed by a gigantic commercial enterprise, I suppose.)
The first planned release, Unpleasant Horse, sadly doesn’t sound all that original (more like a cross between Angry Birds and Robot Unicorn Attack where you try to crash-land a horse on other horses,) and will also be iOS only.
Still, PopCap have more than enough money to throw at this venture, and the concept of a studio unhampered by the pressure to make games with a wide enough appeal to recoup development costs is a very attractive one.
Meanwhile, the company will keep developing the massively successful series’ it’s known for. Read what Tim had to say about Bejeweled Blitz Live, here.

Paul Younger
Founder and Editor of PC Invasion. Founder of the world's first gaming cafe and Veteran PC gamer of over 22 years.

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