VP of production Allen Murray (left) and label head Michael Worosz (top) are spearheading the new Take-Two initiative The video game industry is built on unsteady ground. Its tectonic plates constantly shift as this $100 billion global business expands to new platforms, publishers search for new revenue models, and studios rise and fall. The volatile but lucrative console market makes it hard to maintain solid footing over a long period of time. Why spend hundreds of millions of dollars on novel new ideas that could fail in this hypercompetitive landscape when you could sink more marketing and funding into sure bets like Madden, Call of Duty, or World of Warcraft, making them living services that continue to receive new content throughout the year? The argument makes sense from a short-term business perspec-tive, but playing it safe stifles innovation, which could hurt these com-panies and brands in the long run. This leaves the door wide open for a disruptor like Private Division to emerge. This new Take-Two pub-lishing label stands alongside Rockstar and 2K Games, but it plays by much different rules. Rather than going big with benchmark-setting connect endeavors like Grand Theft Auto or supporting perennial juggernauts like NBA 2K, the new label’s directive is to identify smaller teams of experienced developers with great ideas, fund their smaller scale projects that still have Triple-A production values, and in a surprise twist, let the studios keep the rights to the intellectual property. Private Division’s unconventional approach found a receptive audience in the many talented developers burned out from work-ing on 300-person teams and playing office politics. The first four studios that signed deals with the newly formed publisher boast impressive resumes with games like Assassin’s Creed, Fallout, Halo, and Battlefield. Each project maintains the production values gamers expect given the developers’ pedigree, but deliver an expe-rience tighter in scope and scale (think Ninja Theory’s Hellblade: Senua’s Sacrifice). All are bringing new concepts they are passion-ate about to life in the hopes of finding the footing that can prove so elusive in this industry.