Deep Silver’s parent company Koch Media announces its rebrand to Plaion, with the CEO explaining the change in a recent interview.
Since its foundation in 1994, Koch Media has made a name for itself as a software distributor. Even someone who has never heard of the German-Austrian company is likely aware of its subsidiaries, which include Publisher Deep Silver and Saints Row developed by Volition.
However, players will not hear the name Koch Media anymore. The company has rebranded itself under the name Plaion, and revealed a new logo on Thursday. CEO Klemens Kundratitz discussed the rebranding in a recent interview, explaining the new name and reasons for the change.
Speaking to GamesIndustry.biz, Kundratitz explained how the rebranding began as simply modernizing Koch Media’s look. However, company leaders eventually decided to take things further by committing to a complete rebrand. “Obviously,” Kundratitz said, “we want to avoid people seeing this as window dressing. The signal we’re sending is that we’re on a journey, and it’s good to give that journey a new name, a new visual look.” He also expressed how Plaion wants to show that it is a modern international company, and the company also wanted to spread this message in a way that is clear to both the employees and those outside the company.
According to Kundratitz, part of this process includes shaking off the perception of Koch Media as a Central European company rather than a global one. This is reflected in the new name. Koch, pronounced “Cola,” can be difficult for non-Germans. However, Plaion is pronounced “play on”, which is easier for non-German speakers and certainly appropriate for a game and film company. Plaion also designed its new logo to resemble the triangular symbol for “game”. It also features a stylized “io” that resembles a 1 and 0, symbolizing the company’s new digital focus.
Speaking of focus, Kundratitz stressed that despite the film and TV connotations of the logo, Plaion remains “first and foremost a gaming company.” He explained that rather than transforming the company into something entirely new, Plaion’s rebranding is simply continuing a process that began when THQ Nordic acquired Koch Media in 2018. The transition includes the above-mentioned shift from being a primarily physical distributor to one with a more multifaceted approach. He also emphasized Plaion’s ambitions to grow and diversify its role in the entertainment industry.
Kundratitz also mentioned that Plaion had timed the rebranding to come ahead of Gamescom 2022, which begins on August 24 in Cologne, Germany. The company hopes that this will help to establish the Plaion brand in the consciousness of the international public.
He concluded the interview by acknowledging the similarities between Koch becoming Plaion and Facebook’s rebranding as Meta. The difference, however, is that while Meta rebranded to emphasize its focus on the future of the Metaverse, Plaion’s new name acknowledges how far the company has already come.
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