Fundamentally Games
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About Fundamentally Games
Fundamentally Games was a UK-based games consultancy and publisher specialising in living games: titles built around continuing player engagement, retention and live operations. Its work supported developers across mobile, PC and console, combining commercial advice with publishing, market testing and operational support.
The business focused on helping developers understand how players interacted with their games and how those relationships could develop over time. Its capabilities included game design, economy balancing, monetisation strategy, data analysis, community management and production planning. These disciplines supported decisions about both a game's launch and its ongoing operation.
Consulting and publishing
Consulting engagements included strategic advice, project audits, live game reviews, workshops and retainers for independent and established developers. Alongside this advisory work, Fundamentally Games offered user-acquisition testing, funding and live operations management. Its publishing services brought these activities together with go-to-market planning and support for growing a game's audience.
In August 2022, the company launched Jetpack Collective, a consumer-facing publishing imprint dedicated to community-led live games. Projects associated with Fundamentally Games and the imprint included Ikonei Island: An Earthlock Adventure, developed by Snowcastle Games; Phageborn, developed by Games Revolted; UnderKnight: One Hand RPG; and Rare Pets. The company's contributions were in publishing, live operations, user acquisition and scaling, rather than primary internal development of those games.
Company history
The legal entity was incorporated as Last Mile Games Limited in November 2018 and adopted the name Fundamentally Games Ltd in October 2019. Its founders had already collaborated on industry advisory initiatives before incorporation, while the business subsequently expanded from consulting into publishing and user-acquisition support.
Fundamentally Games also provided developer education through mentoring, lectures, interactive workshops and practical industry resources. The company was dissolved on May 12, 2026; its consulting and publishing activities form part of its historical profile.
More about Fundamentally Games
Founders
Oscar Clark and Ella Romanos founded the company. Clark is the author of Games as a Service. Romanos previously served as CEO of Remode and was identified in the research as a UKIE board member. These are historical biographical details, rather than claims of current executive appointments following dissolution.
Production approach
The company described its approach as an Engagement Engine, aiming for “more players, doing more things, more often, and for longer.” This framed its work around sustained player participation.
Operating model
During its active years, the company described a remote-first team distributed across the UK, Europe and North America. Staff worked from home or local hot desks and generally met in person about once a month, usually in London.
Funding collaboration and public resources
In 2020 and 2021, the business secured early-stage investment and partnered with Buzz Capital on early user-acquisition testing and scaling programmes for independent developers.
The founders' advisory collaboration included the UK Games Financer List, a public directory of UK games funding options whose origins predated the company's incorporation.
Notable credits
4 creditsOffices
Current and former locations of Fundamentally Games
- Queensgate House, 48 Queen Street, Exeter, Devon, EX4 3SR, United KingdomExeter, England, United Kingdom
Exeter office
Former officeAbout this office
Former statutory registered corporate office at serviced premises operated by The Exeter Business Hub. The report does not establish this address as a staffed production studio.
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