{"rewrite":{"id":"r_380b3f0da6fa4a51954afe8d","clusterId":"c_500dc2b9e6ff453390c5e0d2","slug":"creapia-director-on-how-m-a-experience-led-to-outsourcing-port-of-horror-game","model":"deepseek-v4-flash","headline":"Creapia Director on How M\u0026A Experience Led to Outsourcing Port of Horror Game Cruelty","summary":"In an interview with Game Spark, Creapia representative director Yu Fujii and CREEK \u0026 RIVER Creative Studios' Ryo Kito discussed the development and console port of the splatter horror game Cruelty. Fujii explained that his experience in M\u0026A at a major game company led him to approach a publisher to handle porting, treating it like a business sale. He contacted about 100 companies, with only three proceeding to serious consideration before CREEK \u0026 RIVER took on the project.","whyItMatters":"The interview offers a rare look at how a small developer used corporate M\u0026A logic to structure a publishing deal, rather than the traditional pitch or funding route.","webCardHtml":"\u003cp\u003eYu Fujii, the developer behind the splatter horror game Cruelty, described how his background in mergers and acquisitions at a major game company shaped his approach to bringing the PC title to consoles. In an interview published by Game Spark, Fujii said he contacted roughly 100 game companies in Tokyo about handling the port, framing the arrangement as similar to a business sale. Only 10 responded, and three entered serious talks. CREEK \u0026 RIVER Creative Studios eventually took on the port and publishing for Nintendo Switch, PlayStation 5, and PlayStation 4.\u003c/p\u003e\u003cp\u003eFujii, who runs Creapia and develops under the name 838sManiacs, said he registered with the career service Famikari while weighing whether to stay in the industry or go independent. An agent from CREEK \u0026 RIVER encouraged him to start a business, noting that a major employer would likely object to his making horror games on the side. The console version of Cruelty, which features no direct combat and runs about 60 minutes, is now available for 1,280 yen across platforms.\u003c/p\u003e","blueskyPost":"Creapia director Fujii contacted 100 Tokyo game companies for porting help; only 10 replied, 3 considered. C\u0026R's speed from pitch to certification was the deciding factor.","twitterPost":"Fujii cold-called 100 game companies. 10 replied, 3 considered. C\u0026R won by moving fast from pitch to certification.","threadsPost":"Creapia director Fujii contacted 100 Tokyo game companies to outsource the console port of Cruelty. Only 10 responded, only 3 proceeded to serious talks. C\u0026R got the contract not on price but on speed: from presentation to certification, the timeline was unusually fast for a listed Japanese company. The takeaway for indie horror: publisher speed can matter more than publisher prestige.","newsletterBlurb":"Yu Fujii, developer of the splatter horror game Cruelty, explained in a Game Spark interview how his M\u0026A background at a major game company led him to approach publishers for a console port. He contacted roughly 100 companies, with only three entering serious talks before CREEK \u0026 RIVER Creative Studios took on the project. The game is now available on Switch, PS5, and PS4.","attributionJson":"[{\"source\":\"Game Spark\",\"url\":\"http://www.gamespark.jp/article/2026/05/29/167097.html\",\"title\":\"\\\"M\u0026A Experience at a Major Game Company Led to the Realization of Outsourcing Porting to a Publisher\\\" - Interview with Developer of Spine-Chilling Splatter Horror 'CRUELTY'\"}]","lintFlagsJson":"[]","lintHits":0,"costUsd":0,"inputTokens":4145,"outputTokens":713,"status":"published","repairAttempts":0,"nextRepairAt":null,"factsAttemptedAt":1780029225,"createdAt":"2026-05-29T04:33:39.000Z","publishedAt":"2026-05-29T04:46:31.000Z","updatedAt":"2026-05-29T04:46:31.000Z"},"cluster":{"id":"c_500dc2b9e6ff453390c5e0d2","canonicalTitle":"「大手ゲーム会社でのM\u0026A経験がパブリッシャーへの移植依頼という気付きにつながった」戦慄のスプラッター・ホラー『CRUELTY』【開発者インタビュー】","representativeArticleId":"a_02db4d60fbe25169011f3cb1","sourceCount":1,"writtenSourceCount":1,"writeAttempts":0,"isSolo":true,"entitiesJson":"{\"anime_titles\":[],\"manga_titles\":[],\"work_titles\":[\"CRUELTY\"],\"studios\":[],\"people\":[],\"type\":\"news\",\"domain\":\"games\",\"is_roundup\":false}","contentType":"news","status":"published","firstSeenAt":"2026-05-29T02:30:04.000Z","lastSeenAt":"2026-05-29T02:30:04.000Z","updatedAt":"2026-05-29T04:46:31.000Z"},"attribution":[{"source":"Game Spark","url":"http://www.gamespark.jp/article/2026/05/29/167097.html","title":"「大手ゲーム会社でのM\u0026A経験がパブリッシャーへの移植依頼という気付きにつながった」戦慄のスプラッター・ホラー『CRUELTY』【開発者インタビュー】"}],"entities":{"anime_titles":[],"manga_titles":[],"work_titles":["CRUELTY"],"studios":[],"people":[],"type":"news","domain":"games","is_roundup":false},"keyFacts":["Creapia representative director Yu Fujii contacted roughly 100 game companies in Tokyo about handling the console port of Cruelty, framing the arrangement as similar to a business sale.","Only 10 companies responded to Fujii's inquiries, and three entered serious consideration before CREEK \u0026 RIVER Creative Studios took on the port and publishing.","CREEK \u0026 RIVER Creative Studios handled the port of Cruelty for Nintendo Switch, PlayStation 5, and PlayStation 4.","Fujii registered with the career service Famikari while deciding whether to stay in the industry or go independent, and an agent from CREEK \u0026 RIVER encouraged him to start a business.","The console version of Cruelty, which has no direct combat and runs about 60 minutes, is available for 1,280 yen."]}