At the top of their game: British video game publisher NMR reports record sales | City & Business | Finance

As the Manchester-based company prepares the next version of its hit Descenders mountain bike challenge, founder Mike Rose says: “We are focused on putting our people and game developers first – and that sets us apart. .”

Part of a lucrative global industry that is still relatively under the radar despite being worth £7bn in the UK and £250bn worldwide, Rose launched NMR five years ago, and it now has over four million customers and generated over £10m in 2021.

Profitable in its first year, when it also paid £33,000 in start-up support, NMR has a core team of 13 and indirectly creates jobs for many more.

As well as managing and marketing games, ensuring exposure through platforms such as Xbox and its Game Pass subscription, the company is funding the development of new titles – with eight currently in the works and it will soon unveil a new program of internal projects. .

Relationships span the globe, with developers in countries ranging from Brazil to Singapore and customers in the United States, China and Europe.

Much like how NMR “isn’t the industry standard” of doing business, its titles also reflect broader visions, beyond war and survival aimed at adolescent males, that encourage more diverse and inclusive adoption.

Rose explains, “Descenders has worked so well that most people know how to ride a bike and it’s playable by anyone on a lot of devices.

“Our Yes, Your Grace, and Let’s Build A Zoo-style Game Of Thrones games are colorful and fun with challenges, competition, and adventure, but they also have moral dilemmas that make players think about what’s going on. they do. Games teach judgment, logic and motor skills. Our content appeals to new audiences, older people and more women.

“There is now more discussion in the industry about accessibility, for example which games can accommodate for those who are color blind or those who have coordination issues struggling with the controls. Descenders deliberately have less buttons, which makes things easier.

“When we used to tell people we were an ethical video game company that was met with a lot of skepticism, now they come to us because they know we’re the real deal.”

Another RMN pioneer is Spirittea, which is set in a rural region of East Asia and was conceived by a couple who were inspired by traveling to the region. It centers on a mystical teapot and the modernization of an old bathhouse where spirits seek peaceful refuge.

Inviting new pitches from developers, Rose says, “We always need more games where we can say ‘nothing like this has been seen before’.”

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