California video game developer Foundation 9 Entertainment announced July 21 that it is re-branding Kirkland subsidiary Amaze Entertainment. The move is seen as an attempt to foster individuality and studio autonomy in the company’s new studio-focused strategy.
The Amaze brand, which had covered three studios — two in Kirkland, one in Austin, Texas — will now be split to reflect the names of each separate studio.
Instead of using the Amaze brand, Austin-based Fizz Factor will operate under its own name, while Kirkland studio Griptonite Games will do the same. The original “Amaze Entertainment” studio here (which focuses on gaming consoles), is the only one of the three to retain the name. “Each of our studios has its own unique culture and specialties,” said Steve Ettinger, who oversees Fizz Factor, Griptonite and Amaze Entertainment. “Internally, we’ve used these names for a while, and we think now is a great time to bring these studio names to the larger world.”
Amaze Entertainment employs more than 250 people at their offices at N.E. 124th St. in the Kingsgate area of Kirkland.