GameStop starts new publishing label, signs Ready at Dawn, Insomniac, more

US retailer GameStop has launched its own publishing division.

GameStop starts new publishing label, signs Ready at Dawn, Insomniac, more

Earlier this year, GameStop revealed that it's getting into the publishing game with Insomniac's Song of the Deep. It appears the retailer intends to go beyond just one game, as it has today announced the establishment of a new publishing label.

Called GameTrust, the publisher has already signed The Order: 1886 developer Ready at Dawn, Rime and Deadlight studio Tequila Works, Trine developers Frozenbyte, as well as the previously announced Insomniac.

GameTrust will market and distribute games from these developers, with the creators retaining creative control. GameTrust will also "operate separately" from GameStop, according to vice president of internal development Mark Stanely.

"This is a largely ignored space," Stanley said. "Honestly, we're not going to be looking at big $15 million-plus franchises right now. We're looking at smaller games and launching them at times of the year where we stay away from that massive fourth quarter craziness."

Song of the Deep will the label's first release, due out July 12.