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For an industry already producing content at enormous scale, that distinction is important. The promise of Game in a Box and Studio in a Box is not simply that they can help put even more games into an already crowded market.
Instead, Curwen hopes that by removing some of the cost and risk that have traditionally surrounded development, creators will have greater freedom to take chances on what they produce.
“That’s ultimately where I want Game in a Box to take us,” he says. “Technology handles more of the complexity, while people concentrate on creating great games.”
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To fund the acquisition, the company intends to raise €2.5 million through a directed share issue and €6 million through convertible debt. The deal marks its return to B2C after becoming a pure play B2B platform play in 2023.
Richards tells iGB the deal is expected to be completed around the end of September and provides GiG with a “profitable, cash-generative B2C operator” and a footprint in some of Africa’s fastest-growing regulated markets.
Additionally, it gives GiG a “strategic bridgehead” for its core B2B business, the CFO says.
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“We still have people who loved the coding part – solving problems with code and writing beautiful code. They’re struggling with the change. For some people an important part of their work that they genuinely loved is now gone.”
There are also strategic questions around dependence on AI providers.
Cubeia is currently heavily reliant on Claude, and Grenstad questions what could happen if AI providers raise prices or if quality changes. For now, however, Grenstad sees the uncertainty as something Cubeia can learn to manage.