Directsoft to become Jack Of All Games

Directsoft to become Jack Of All Games

Entertainment software distributor Directsoft will change its name to Jack Of All Games on May 1 to reflect its newly formed relationship with the US-based company of the same name. It is a move that is sure to see it cement what is already a significant foothold in local software distribution to retailers.

After growing rapidly, the then locally owned Directsoft was acquired about 10 months ago by global multimedia entertainment developer, publisher and distributor, Take 2 Interactive, which was looking for a distributor in Australia and New Zealand.

Further securing its own worldwide distribution channels, Take 2 recently acquired one of the world's biggest entertainment distributors, Jack Of All Games (JOAG) which it now describes as its "value-added distribution and budget publishing subsidiary".

From its US (Cincinnati) base, Take 2's next step in the consolidation process will be to expand JOAG's global presence by opening offices in New York, London, Paris and Sydney.

While still reluctant to cut loose from its heritage as a distributor to retail channels, founder and managing director Bruce Wilson said this course was "the best way of growing the business globally and cementing our place in the market".

JOAG's operations manager (SE Asia) James Ellingford said the moniker change was part of a global strategy to build awareness of the name.

"Once the acquisition was announced, it was always the plan for all global distribution offices to change their names to Jack Of All Games," said Ellingford, who admitted there was still some work to do in getting the name recognised as a supplier by Australian retailers.

"After nine years of trading as Directsoft, our reputation and presence under that name is well recognised," he added. "However, changing the name to Jack Of All Games gives us a lot more clout with global suppliers when we are looking for new products to introduce to the region."

Ellingford said retailers will also benefit from increased budgets for Directsoft's crack marketing design team whose work with advertising and in-store displays has been praised by Take 2 and replicated all over the world.

JOAG Australia will continue to run as an independent business unit and has the right to publish and distribute for third parties.

"We will not be losing any suppliers from the name change, but being affiliated to Jack Of All Games means we will certainly be picking up a few new ones," Ellingford said.

Take 2 trades on the NASDAQ stock index in the US and is expected to turnover close to $US1 billion this financial year, according to Ellingford.

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