Call of Duty publisher Activision is setting up a new smartphone games label for third-parties. And crucially, it will let new partners keep their IP.
To build the new label, Activision has teamed up with app advertising and analytics firm Flurry.
Activision's new mobile offer will help third-party studios with the development, publishing, distribution and promotion of independently produced titles for iOS and Android.
The pair say the new initiative will "marry Flurry's best-in-class mobile analytics and advertising platform with Activision's industry experience, scale and mobile online platform".
The games will be published under the Activision Mobile Publishing brand, however, the game developers will retain full IP control of their existing intellectual property.
"A world class partner such as Flurry will position Activision for mobile growth in the future and we are confident our relationship will yield significant insight into mobile development and distribution," said Eric Hirshberg, CEO of Activision Publishing.
"Activision and Flurry are uniquely qualified to provide mobile developers with funding, resources and unmatched marketing expertise, while also allowing them to retain their intellectual property. We are confident this relationship and our new platform will yield significant results and are excited to launch it."
Flurry President and CEO Simon Khalaf added: "We are thrilled to partner with Activision to deliver the most developer-friendly partnership in mobile games today.
"Activision's ability to support indie developer innovation, paired with Flurry's ability to reach over 250 million consumers daily through its AppCircle user acquisition network, positions us to help generate the next wave of top mobile games."
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