Jack of All Games (JOAG) will take on the branding of its parent company, Take 2 Interactive, to consolidate the alignment of the distributor with the publishing arm of its parent company.
From mid-July, the company will be renamed Take 2 Interactive Software. Former southern regional manager Roy Stanton has been promoted to national sales director to focus on Take 2 Interactive's product lineup, as well as the day-to-day organisation of the company. The move is designed to leverage off the strong standing of JOAG's parent company as a games publisher.
"A year ago 10 per cent of our stock was held by institutions. Today that is up to 68 per cent," JOAG managing director James Ellingford told ARN. "Part of the reason is obviously the strength of our catalogue. It's embarrassing - I feel like jumping up and down at the strength of our lineup. I also think that is part of the reason our share price has risen."
The distributors will still continue with select third-party relationships, but will increasingly focus on software from its publishing arm. Take 2 Interactive is the seventh largest games publisher in the world today, in front of players such as Microsoft.
"It is a very powerful business and we want to align ourselves with that publishing arm, especially with their catalogue for the next two years," Ellingford said. "Our product lineup is so strong we can now begin to position ourselves as more of a publisher and distributor rather than just a third-party outfit."
Market analyst Inform pegged JOAG's market share in February at 7.3 per cent. Ellingford hopes to triple that figure.