According to Squires, the company’s Founder and Principal, the company was formed in response to the industry’s “sh*t situation” – i.e., mass layoffs and studio closures, shrinking budgets, game studios realizing that spending the annual budget of a small nation on a single title may not be such a good idea.
Differentiating itself from traditional agency models by working exclusively with contractors, Fractional aims to support game developers in areas such as marketing, communications, community, partnerships, and long-term planning – tasks typically handled by departments affected by job cuts the hardest.
“We’re a matchmaker, not an employer – and there’s a significant difference there,” Squires comments. “We’re not incentivized to tell you what you want to hear in a pitch meeting, or to force mismatched solutions just to keep everyone working. By partnering with contractors, fractional/ becomes one of several paths for members of our network to connect with new projects. That structure allows us to focus on carefully curating the right solutions for each studio, without competing interests.”
