Cult Games: The Unstoppable Force Behind Neonhive’s Creation
We converse with Helen Burnill and Korina Abbott about the determination to collaborate, and how their combined skills will benefit developers.
The indie publishing label Cult Games has partnered with PR, writing, and marketing firm Neonhive.
Having worked as a writer for over a year, it was time for Cult to expand further, states its CEO Helen Burnill in an interview with GamesIndustry.biz.
“I’m not proficient in everything, and I seek an exceptional team that understands their roles and has a track record. I truly need seasoned leadership that possesses the passion and resilience to accelerate a business in the 2020s, along with the expertise I require for Cult’s aspirations. After contemplating this for months, it dawned on me that this individual was out there and already managing their own business, so I reached out to Korina [Abbott, Neonhive director and founder].”
“Cult needed to grow aggressively; it needed leaders in every field.”
Helen Burnill
“I’ve been aware of Neonhive for quite some time and have always considered them the premier games marketing agency. I approached [Korina] and proposed, ‘Why don’t we leapfrog several years?’ Cult needed to grow aggressively; it required leaders in every area. I have known and admired Korina for years, so partnering made logical sense.”
When Burnill contacted Neonhive, it was an immediate affirmation from Abbott, who has also been appointed COO at Cult as part of the integration.
“I’m aware of Helen’s unique strengths, and I recognize that her team is incredibly skilled too,” she remarks. “Looking at what we can achieve together, the opportunity to accelerate our businesses by two or three years through collaboration was something I was always going to agree to.”
“I’ve known Helen for ages; we’ve consistently crossed paths and hold immense respect for one another, so this was the natural next step – it made complete sense.”
Burnill expresses that by merging Cult and Neonhive, they will be able to attract developers with their extensive experience in publishing, marketing, and PR. Neonhive expanded into publishing earlier this year, a decision that Abbott explained to GamesIndustry.biz was aimed at enhancing the company’s sustainability.
Before establishing Cult, Burnill served as the community vice president and commercial director at Mediatonic. Abbott previously held roles in PR and brand management at Ubisoft and Bethesda.
Along with their industry connections, Abbott is excited to leverage the relationships Neonhive has built to create a one-stop resource for developers.
“Accelerating our businesses through collaboration was something I was always going to say yes to.”
Korina Abbott
“Being able to channel [these established connections] into publishing enhances their value, benefiting the agency’s clients as well,” Abbott elaborates.
Burnill also aims to strengthen ties with the communities that are close to the developers they represent, which Neonhive seeks to do as well.
“Over time, my vision for Cult is to merge the lines between creators, players, and developers by bringing them closer together in one space,” Burnill shares. “Cult is a conduit. I’m not particularly interested in being a traditional publishing label – we aim to become the conduit that fosters this community of gaming enthusiasts.”
Neonhive plans to enhance Cult’s mission with their experience in both indie and AAA sectors.
“I originally come from AAA, and I’ve observed both sides for a considerable length of time.”