Earlier today, Koch Media‘s managing director announced that the publisher has rebranded itself under a new name called “Plaion.” Koch Media includes some of the biggest franchises in the gaming industry including Saints Row and Dead Island. The company revealed as to why they made this change in an interview with GameIndustry.biz, and also revealed the new logo for the rebrand.

Klemens Kundratitz, managing director at Koch Media says:

“But the more we thought about it, the more we wanted to go all the way it’s more impactful, it’s got an external statement but it’s also an internal statement to our people. We’re opening this new chapter, they’re part of this, we’re a modern, growing, ambitious, global company, and it’s energising people internally.

Obviously, we want to avoid people seeing this as window dressing. The signal we’re sending is that we’re on a journey and it’s good to give this journey a new name, new visual appearance. New is always exciting.

We have made such an enormous transformation since we joined the Embracer Group. Our name for so many years was associated with physical distribution, perhaps with us being more of a central European company – although including the UK because that was among the first three countries where we launched. But we’re perhaps not seen as a global company. And it’s sometimes difficult for some people to pronounce.”

Plaion is pronounced exactly like ‘Play On,’ it is a phrase that CEO would like to implement on the publisher’s game and film business. Kundratitz also says the timing for this change is really good as it comes ahead of Gamescom, where Plaion is going to have a major appearance. it will allow the new look to sit in people’s minds.

You can read the full interview of Klemens Kundaritz here.