Animprint of a publisher is atrade name under which it publishes a work. A singlepublishing company may have multiple imprints, often using the different names asbrands tomarket works to variousdemographicconsumer segments.[1]
An imprint of a publisher is atrade name—a name that a business uses for trading commercial products or services—under which a work ispublished. Imprints typically have a defining character ormission. In some cases, the diversity results from thetakeover of smaller publishers (or parts of their business) by a larger company.
In the video game industry, some game companies operate various publishing labels.Electronic Arts' (EA) 2008 CEO,John Riccitiello, stated that, with the establishing of Rockstar,Take-Two Interactive effectively invented the "label" corporate structure, which EA followed into in 2008.[2] This model has influenced rivals includingActivision Blizzard,ZeniMax, Electronic Arts from 2008 to 2018,Warner Bros. Interactive,Embracer Group, andKoei Tecmo. Take-Two have had such models in place since 1997–1998. Take-Two is seen as "a game holding company with autonomous game publishing and development subsidiaries".[3][4] Independently-owned game publishers likeDevolver Digital also use the word "label" to describe themselves.[citation needed]
A single publishing company may have multiple imprints, with the different imprints often used by the publisher tomarket works to differentdemographicconsumer segments. For example, the objective ofViking—an imprint of thePenguin Group—is "[t]o publish a strictly limited list of good nonfiction, such as biography, history and works on contemporary affairs, and distinguished fiction with some claim to permanent importance rather than ephemeral popular interest".[5]
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