Artificial Mind & Movement Rebranded As 'Behaviour'
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Artificial Mind & Movement (also known as A2M), the developer behind Wet and Naughty Bear, is rebranding in a bid to change the studio's identity in line with its new focus on original IP and digital games. A2M will now operate under the name it started out with in the '90s - 'Behaviour'.

Speaking to Edge Online, Behaviour CEO Remi Racine noted that the name change will help promote brand awareness: “Going forward our name will be more public than in previous years. Because we’re doing original IP we felt our current name didn’t provide us with the right brand for the consumer.”

A2M's current project is a video game adaptation of Paramount's CG animation, Rango for Electronic Arts but the developer still has sequels to Wet and Naughty Bear (entitled Wet 2 and Naughty Bear 2, believe it or not)  and Doritos Crash Course for XBLA in the pipeline and in shifting part of its focus to digital games, Behaviour has moved roughly 30 percent of its 375-strong workforce to this particular sector with a possible eye towards the free-to-play model.

“With our current project we’re looking at free-to-play with in-game item-transactions and subscriptions. To attract a player you need a free-to-play environment. I like both item and subs models, but you need a free-to-play environment to get you hooked to a game.”

Behaviour's next game, Rango is slated for release in March 2011.


User Comments

Forum Posts: 534
Comment #1 by dark lord me
Monday, November 08, 2010 @ 08:44:45 AM
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Hmmm well the name sure is shorter and easier to remember...

Forum Posts: 105
Comment #2 by ProxsimityVirus
Monday, November 08, 2010 @ 08:46:05 AM
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"With our current project we’re looking at free-to-play with in-game item-transactions and subscriptions. To attract a player you need a free-to-play environment."

sounds to me like your working on another evony clone, make useful items hard to get and persuade players to pay a little to get what they need to advance.

Forum Posts: 12
Comment #3 by Epic Gamer Will
Monday, November 08, 2010 @ 08:46:46 AM
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Naughty Bear 2 and Wet 2 have been announced x360a heres the link?

Forum Posts: 129
Comment #4 by Earth Djinn
Monday, November 08, 2010 @ 08:52:38 AM
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I loved Wet and would definitely buy a sequel to it.

Forum Posts: 1386
Comment #5 by Elit3 m0nkey
Monday, November 08, 2010 @ 09:20:30 AM
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Sequel to WET? Yes please.

Forum Posts: 2773
Comment #6 by jtr1gg3r
Monday, November 08, 2010 @ 09:43:13 AM
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Damn still need to finish Naughty Bear, promised so much, but I got let down and I cba to get it off my shelf and finish it =/

Forum Posts: 9
Comment #7 by Commander Waha
Monday, November 08, 2010 @ 09:45:43 AM
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Two things.

1: Every time I see A2M studios I think Ass to Mouth.
2: I've been waiting for a sequel to Wet since I played Wet. Hell yes.

Forum Posts: 544
Comment #8 by pandaliamcod6
Monday, November 08, 2010 @ 09:47:11 AM
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rango looks sik

Forum Posts: 1
Comment #9 by sirbludog
Monday, November 08, 2010 @ 10:12:07 AM
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good, always confused A2M with AM2

Forum Posts: 338
Comment #10 by MEMANIAsama
Monday, November 08, 2010 @ 10:32:49 AM
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Forum Posts: 40
Comment #11 by Richmyster6907
Monday, November 08, 2010 @ 11:41:52 AM
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Naughty bear sequel? whatever floats there boats.

Forum Posts: 26
Comment #12 by elsnoggler
Monday, November 08, 2010 @ 11:46:21 AM
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World of Warcraft would like to have a word with your gaming philosophy, Mr. Racine.

Forum Posts: 64
Comment #13 by Dlark17
Monday, November 08, 2010 @ 01:25:29 PM
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WET 2? That's all I need to hear!

Forum Posts: 221
Comment #14 by the ferenczy
Monday, November 08, 2010 @ 04:07:18 PM
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I guess they figured out what A2M stands for. For Wet 2, please balance the game so we're not in slow-mo the entire game. She was way too under powered when not doing a flip or sliding. Otherwise Wet was a fun game.

Forum Posts: 291
Comment #15 by ViNyLek
Tuesday, November 09, 2010 @ 12:21:26 PM
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No surprises there. If I made Naughty Bear and then released it signing under it I would want to change my name too^^

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Game Info
Electronic Arts


US March 01, 2011
Europe March 04, 2011

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