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Amazon Purchases Reflexive Entertainment

Posted Thu, Oct 23, 2008 by Medeor

Sometimes it is better to buy than build.

Amazon has purchased Reflexive Entertainment Inc. Reflexive is a digital download site providing games for PC, Mac and web-based games. Even though it appears to have a pretty lengthy list of titles, most of the top 10 list reads like a clearing shelf at the local game store. Not that there is anything at all wrong with that, I'm just curious as to why Amazon would purchase a site that doesn't appear to have some crazy awesome exclusive distribution (or do they? hmmm). Lars Brubaker, the CEO of Reflexive had this to say in his announcement:

"Reflexive Entertainment Inc. has been acquired by Amazon.com!

As I'm sure you can all imagine this is a very exciting day for us at Reflexive. It means we'll be able to expand our distribution network to include Amazon's amazing distribution channel. With Amazon we will bring a huge new group of customers into play.

At Reflexive we have always prided ourselves on maintaining good relationships with everyone in the industry, and are excited that Amazon shares that philosophy. We intend to provide the best distribution platform anywhere, and to continue working openly with all the participants of the casual games space. Together it is our priority to continue this inclusive attitude going forward.

What this means for all you developers is that it's time to get excited about your future with Reflexive. We can't talk about everything yet, but we'll be in touch shortly with more information. All of the features that you know and love about GameCenterSolution will still be available to you now and in the future, and you can continue to submit games through the Reflexive site."

I'm not sure if this is the big break some of the developers who distribute through Reflexive were hoping for or not. Maybe it will be great, or maybe the 800 pound distribution gorilla is going to squish all it comes in contact with. Either way look for Amazon to make some big splashes in this arena.

Jumping back on my pro-digital download soapbox for a minute, I love this. When Steam, Direct2Drive, Impulse, Reflexive and others become the norm instead of the exceptions, then we will be doing our part to fight global warming, cutting costs and all of those good things. Check in on Reflexive and check out Peggle Nights...I just did.


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