Cross-Border Game Publishing Services

Playformant

The white-label publishing partner that moves games between East and West and back again.

Cross-Border Publishing

Games move in both directions

Playformant was built on the flow between East and West, launching Asian and Chinese titles across Western markets, and bringing Western games into China and the wider region.

⟵ East to West

Into the West

Launch titles from China, Korea, and Japan across North America and Europe.

Platform relations for PlayStation, Xbox & PC
Western positioning, messaging & localization
Go-to-market, paid media & influencer programs

Both ways

West to East ⟶

Into China & Asia

Bring Western games into China and the broader Asian market.

Local platform & publishing partnerships
Region-specific live-ops & monetization
Cross-cultural marketing & creator campaigns

The Model

A AAA publisher, with the control of your own team

Our white-label model gives you world-class publishing expertise to build your brand across the globe, without paying outsized royalties or standing up a bloated publishing org.

AAA Publishing Expertise

Proven, experienced publishing team
Full-suite publishing services
Build long-term institutional knowledge

Control & Partnership

Retain IP ownership and control
Build your own brand
Full control over sales & marketing
Own your platform and partner relationships

Flexibility & Focus

Fewer distractions — focus on development
Align publishing and dev priorities
No need for permanent publishing staff

Efficient & Scalable

Lower your costs
No outsized royalties
No long-term overhead
Scale support up or down as needed

Services

End-to-end publishing support

From go-to-market strategy and paid media to platform partnerships and monetization design, a full suite of publishing, business development, and production services.

Production & Design

Game & design feedback
Production & QA support
Monetization & engagement design
Game measurement & analytics
Co-development support
Live-ops & roadmap planning

Publishing & Marketing

Product positioning & messaging
Go-to-market strategy & execution
Media buying & performance marketing
Influencer campaigns & programs
Publishing measurement & analytics
Publishing organizational strategy

Partnerships & Biz Dev

Platform relations & management
Business development & management
Complex deal negotiations

Who We Are

Operators who have done it at scale

Playformant is led by veterans who have run global publishing, platform, and studio organizations on both sides of the Pacific.

Norman Cheuk

Chief Executive Officer

25+ years of multinational leadership across game development, publishing, and business development, with a track record of growing businesses, building partnerships, and developing global teams across studios, publishing groups, and platform organizations.

Led Microsoft 2nd-Party Publishing for 10+ years — a global leader in white-label publishing
Managed Xbox Global Business Development
Oversaw Microsoft Gaming Asia partnerships
Studio Head — Racing Studio
Studio Head — Microsoft Game Studios Japan/Asia

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Cameron Payne

Publishing & Marketing

Strategic publishing leader with 20+ years defining, developing, launching, and operating high-profile AAA PC and console games, and building the world-class global publishing organizations that launch and support them.

Consultant and advisor to leading global developers and publishers since 2008
Deep expertise in AAA and live-service publishing for PC and console
Led Fortnite publishing across Asia and Latin America
Led 1st-party marketing for tentpole Xbox franchises

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Josh Atkins

Product Development

A veteran games executive with 30 years of experience across development and publishing. He has led global teams at Microsoft and 2K, serving as SVP of Product and Live Services at 2K, playing a key role in product development and studio leadership.

Shipped 75+ titles across 30 years at Microsoft, 2K Games, and Nintendo
Former SVP at 2K Games, leading NBA 2K, WWE 2K, Borderlands and Civilization franchises
Veteran of Microsoft/Xbox Game Studios, helping define Xbox’s first-party
Nintendo development experience, directing titles across Gameboy and Gamecube