'Markets are changing drastically these days,' he says. With the series launching as three separate titles for iOS, console download and as full console and Windows PC releases, Eickmeyer says the publisher can branch out to new demographics. Ride to Hell follows the publisher's new philosophy for aiding the development of games. But we know we're going to have a lot of fans as well, a lot of people will love it, a lot of people will laugh. We're going to have people who even hate it. 'It's not something that everybody will like, definitely not.

'There are some sensitive topics around this title.' Eickmeyer describes the series, which will appear as a trio of titles developed individually for consoles and Windows PC, download platforms, and mobile devices, as influenced by films like The Expendables.

Ride to Hell, the biker franchise first announced in 2008 and finally revealed last month, is a 'risky-type game,' Deep Silver creative director Guido Eickmeyer told Polygon. Publisher Deep Silver is experimenting with new ways to appeal to a wider demographic of gamers however, this tactic also includes helping to market games that don't have a mass market appeal.

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