However, in the early 00s one video game publisher decided to seemingly try their hand at localizing some of these "weird" or "bizarre" Japan-developed games... and failed, but the attempt is still remembered by many to this very day. So, for the 100th Obscusion B-Side (including B-Lists), let's go over the life & titles of Fresh Games.
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| Not quite a "wonton font", but not too far off, either. |
Originally founded in 1984, Domark was a European video game publisher that made its name publishing titles for PC & later game consoles, even establishing a US division in 1993, but by 1994 was in some financial trouble. In September of 1995 Domark would be formally acquired by Eidos, a video compression company, resulting in the formation of Eidos Interactive, and via both the acquisition of other companies (Core Design, Crystal Dynamics, a majority share of Ion Storm, etc.) & some good publishing deals the company would slowly make a name for itself with franchises like Tomb Raider, Legacy of Kain, Hitman, Deus Ex, & Fear Effect. This success seemingly allowed some at Eidos to expand their horizons a bit with what the publisher could potentially put out, and the decision was made to launch a new label for something a bit more... "fresh". So, in late January of 2002, Eidos Interactive announced the launch of Fresh Games, which Eidos CEO Mike McGarvey stated was "a boutique label, created solely to expose gamers to unique and captivating gameplay experiences that traditionally have been unavailable outside of Japan." The person leading Fresh Games itself was Kevin Gill, then a global brand & product manager for Eidos, who in an interview with Gaming Age later that February went into more detail regarding the creation of the label.
In the interview Gill explained that Fresh Games was launched as a way for "hardcore gamers everywhere to be able to buy ['Quirky' or 'Odd' games with a lot of polish & attention to detail] at their local store without having to deal with mod-chips and exorbitant costs", i.e. importing, & that they "wanted to break some rules, and break some of the barriers that exist in this industry in regards to 'What type of games do people really want to play?'" Also, the reason for not simply publishing them under the Eidos name was because "they have their own unique heritage and they needed a label to represent that, a label that represents a standard of excellence in gaming, a label that represents something new and groundbreaking" & that the titles published under Fresh Games were "something out of the ordinary". While three PS2 titles (all originally published in Japan by SCEJ) were announced alongside the label that January, the plan was to be platform (& licensor) agnostic, and while Gill was open to all genres, he did say that Fresh Games likely wouldn't publish "a character based sequel, a license, or a [sic] extreme sports game". Unfortunately, after those initial three titles came out throughout the Spring & Fall of 2002, only one more game (which came from another company) would come out shortly afterwards before Fresh Games became a dead brand by the end of the same exact year it launched. The label would be revived for one last release in early 2004, but beyond that Fresh Games was seemingly just too weird/bizarre/quirky/odd/etc. to continue to stick around... but was it because of the games themselves, or was Fresh Games maybe just too ahead of its time? Let's go over each of the five games released under the Fresh Games branding & find out!




