Idea Fabrik Announces the Idea System Social Game Development Platform

Idea System to Offer Game Makers Development, Hosting, Billing, and Marketing Support, Making First Appearance at GDC

Game Developers Conference 2011

SAN FRANCISCO--()--Idea Fabrik Plc. (ISIN: GB00B61CVK31) (FWB: TI4.F) today announced their new platform for social game development, Idea System, at the Game Developers Conference in San Francisco. Idea System will provide social game makers with a complete development and business package that combines the full power of a next-generation game engine with an integrated server plus hosting, billing, and marketing support, when it launches later this spring.

“During our early work on Idea System, we realized that the needs of social game developers went well beyond new game engine technology,” said Neil Harris, President of US operations and COO of Idea Fabrik. “Developers keep telling us that they want to focus on building games, and Idea System provides them with everything they need to turn a great social game into a great business.”

Idea System supports developers over the full lifetime of their titles, from initial concept through post-launch, for no licensing cost. Game creators receive access to Idea Fabrik’s advanced 3D social game engine running in-browser, hosting in worldwide data centers, and global billing and marketing support. There is no up-front cost to developers under Idea System’s revenue sharing model – Idea Fabrik keeps 30% of net revenue in return for providing a complete suite of business services.

Idea System’s core technology is derived from Idea Fabrik’s next-generation development platform, HeroEngine, acquired in mid-2010 and licensed to a variety of MMO developers for large-scale projects. With Idea Fabrik’s resources, an expanded engineering team has developed new, social game-specific tools which include browser plug-ins and a massively scalable server architecture.

“Starting with the Hero technology’s unique concept, which lets developers build their games online and in realtime, we’ve engineered a new integrated server system along with new server and player management services,” said VP Engineering Herb Marselas. “This is more than a game engine; Idea System is an entire platform for building and operating social games businesses. Developers don’t need to worry about integrating all the different pieces because we’ve made sure it’s already done for them.”

“The social gaming space is still growing, and there are quite a few developers out there who have fantastic ideas but don’t have access to the resources they need to bring them to life,” said Alex Shalash, Chairman of the Board of Idea Fabrik. “By partnering with these developers, we provide social game makers of every size with the chance to join this exciting market.”

GDC attendees interested in learning more, as well as taking a first look at Idea System in action, can visit the Idea Fabrik booth (#932) in the South Hall of the Moscone Center this Wednesday, Thursday, and Friday.

For business appointments with Idea Fabrik at GDC, please send a meeting request to Melina Papadopoulos at Idea Fabrik, For press appointments, please contact Ryan Morgan at TriplePoint,

For more information about Idea System, visit the official site at

About Idea Fabrik:

Idea Fabrik is an industry leading online games company. The company licenses its HeroEngine game development technology platform to dozens of studios worldwide for projects which include EA/Bioware’s upcoming MMO title, Star Wars: The Old Republic. Idea Fabrik also provides the HeroCloud managed service, offering independent developers low-cost access to the HeroEngine technology. For more information about Idea Fabrik, including details about the company’s online game development studios across the globe, visit the official website at

Safe Harbor: Statements contained in this news release, other than those identifying historical facts, constitute 'forward-looking statements'. Such forward-looking statements relating to the Company's future expectations, including but not limited to revenues and earnings, technology efficacy, strategies and plans, are subject to safe harbors protection. Actual Company results and performance may be materially different from any future results, performance, strategies, plans, or achievements that may be expressed or implied by any such forward-looking statements. The Company disclaims any obligation to update or revise any forward-looking statements.


TriplePoint PR
Ryan Morgan, 415-955-8500

Release Summary

Idea Fabrik announces the Idea System social game development platform.


TriplePoint PR
Ryan Morgan, 415-955-8500