Influencer Marketing Agency Instinct3 Launches New Publishing Division

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So, picture this: a German marketing agency, Instinct3—yeah, that’s a name, right?—they’re jumping into the gaming scene with a new gig called Sidekick. The whole idea is to back indie and mid-tier game projects. And get this, their debut game? It’s called Deadly Days: Roadtrip. Sounds exciting or maybe just a bit over the top, who knows?

Leading the charge are Instinct3’s big shots, Jasmin Oestreicher and Melvin Frank. And it’s not like this is their first rodeo. Apparently, they dabbled in publishing before with titles like 9 Kings and Asgard’s Fall – Viking Survivors. I don’t even game, but names like that stick with you for some reason. Maybe it’s the Viking thing—or maybe I’m just easily distracted.

Jasmin throws out some wisdom: been around for ten years, she says, yapping about the mix between clinging to old tricks and embracing new ideas. Makes sense, I guess. If there’s one thing I’ve learned—well, maybe not learned but kind of realized—it’s that you can’t overdo the whole “back in my day” shtick. Especially if you’re trying to impress the gaming crowd. They can smell a fake from miles away. Oestreicher says it’s about bold ideas, local sensitivity—whatever that means—and creators keen on more than just quick profits. Sounds kinda noble.

Then there’s Melvin. Talks about lessons learned over the past year and how Sidekick’s basically the outcome of all those trial and errors. They’re all about mixing their “unique” flair (his words, not mine) with helping indie developers. It’s all about connecting, making the next launch the best yet. Simple goals, he says. Maybe being simple is the hardest part, but who am I to judge?

Anyway… or wait, yeah, anyway, there’s a lot to unpack here, and maybe none of it does justice to what Sidekick might pull off. But if anything, they’ve got my attention. I suppose that’s half the battle with stuff like this.