Fruit Ninja developer Halfbrick explains why it's getting into publishing

Gaming on smartphones and tablets is a huge market, but it’s also getting crowded with software. To compete, some developers are turning to publishing.

That’s what Fruit Ninja studio Halfbrick is doing. The company had one of the biggest early hits on iOS and Android with its arcade-style fruit-slicing game, and now it wants to share its expertise with other developers as part of a publishing deal. The company is already teaming up with developer Enfeel to release its match-three puzzler Birzzle Fever on Apple’s and Google’s mobile operating systems. This will enable Halfbrick to continue making money from mobile games without having to spend all of its resources developing the next big thing.