Press Release


The mobile games leader launches MADNESS VENTURES to support mobile games developers with industry-leading investment and world-class mentorship programme
[This unedited press release is made available courtesy of Game Developer and its partnership with notable game PR-related resource Games Press]

LONDON, UK – 9 August, 2022 – Product Madness is proud to introduce Madness Ventures, a one-of-a-kind game-dev incubator programme designed to support game developers to build, test and market their new free-to-play, mobile games based on chance. Product Madness’ goal through this global programme is to foster the creation of tomorrow’s genre-defining mobile games.

What makes this incubator programme different is the level of support offered by the industry-leading mobile games company, publishers of global games titles including Heart of Vegas, Cashman Casino and Lightning Link. As well as the opportunity to secure extensive development funding at each incubation stage, successful applicants will have access to the company’s world-class resources and a roster of top industry talent, including experienced mentors, service providers, and other key creative and commercial stakeholders.

“Madness Ventures is a dream incubator for ambitious gaming experts and developers with an innovative, free-to-play mobile game idea designed around chance,” said Zvika Pakula, VP Strategy & Business Development.

“Product Madness’ unique approach to game development brings together the very best in visual design, digital entertainment and marketing. With a catalogue of global smash hit titles developed in-house, we can’t wait to harness our tried and tested approach to support the next generation of game developers. Our team’s passion for innovation and creativity sits at the core of Madness Ventures, and I believe a programme of this kind has never been seen before,” added Pakula.
Madness Ventures Incubator Staging

Stage 1 – Core Prototyping + Testing – finance of each prototype stage, user acquisition and market testing
Stage 2 – Full Prototype – by meeting the KPIs of Stage 1 – financing of full game prototype
Stage 3 – Strategic Partnership – Full development and worldwide distribution agreed under new partnership terms

Why choose Madness Ventures?

Madness Ventures offers creative independence to all developers, full ownership of the developers’ own IP, along with ongoing support and guidance from its panel of expert mentors. The programme aims to ensure the most promising new games are given the best opportunity to succeed through Product Madness’ innovative approach and creativity.

Product Madness also has an unwavering commitment to responsible gameplay, and new games will be launched with the support of a trusted brand that has operational integrity and player enjoyment at the forefront of its approach.

Game Requirements:

Madness Ventures incubator is looking for developers or teams to submit early-stage mobile game ideas. The games can be of any genre, but must include the following requirements:

Chance Based: Core gameplay must be based on the probability of random outcomes

Innovative: The games must include an innovative edge that can easily distinguish themselves from the competition

Ambitious & Scalable: Games must have great appeal and commercial potential. How to Apply?
To be considered, each game developer must submit an application and a detailed presentation based on a guided questionnaire.

Website link:

The programme will open to applications on 9 August with new applications accepted via the site on an open and ongoing basis (subject to terms and conditions). Once accepted into the Madness Ventures programme, the game development will begin with the first of the three possible incubation stages. Each of these stages will be funded so the team can focus purely on game development.

– ENDS –
Media Contacts
Chris Glover - [email protected]

About Product Madness

Founded in 2007, Product Madness is one of the world’s largest mobile game publishers and market-leader in social slots. Headquartered in London with a growing number of creative studios worldwide, Product Madness has developed an impressive catalogue of social casino titles that are loved by millions of players, including Cashman Casino, Lightning Link and Heart of Vegas. In 2013, the company was acquired by Aristocrat Leisure Ltd (ASX:ALL), unlocking access to world-class slot development capabilities and laying the foundation for the establishment of Aristocrat’s free-to-play mobile-first division, Pixel United. Today, Pixel United has grown to become a Top 5 publisher in Tier 1 Western markets, with a diverse portfolio of major mobile games businesses including: Plarium, makers of category-leading Midcore games such as RAID:Shadow Legends™, Vikings and Mech Arena, and Big Fish Games, the Studio behind Casual smash-hits like EverMerge and Gummy Drop. Backed by Pixel United and with a deep commitment to offering inspiring long-term career opportunities, Product Madness is on course to set a new standard in social casino games.

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