Secret Sauce launches marketing brand Weekend Games

Publishing agency Secret Sauce has established a new marketing brand called Weekend Games.

Set to launch in January 2026, Weekend Games is “designed to spotlight the best finishable indie experiences from across the industry.”

It will also publish a curated newsletter and community space as it provides “better discovery for players who love” indie titles.

Weekend Games is particularly targeting developers that are self-funding their games and need marketing support.

Secret Sauce co-founder George Willard clarified that it “isn’t going anywhere” following the formation of Weekend Games.

“We’re continuing to grow our agency offerings and working with our fantastic clients and partners into next year and beyond,” he wrote on LinkedIn.

Secret Sauce co-founder Sophie Atkin added: “We now have two branches to our work, our marketing publishing brand Weekend Games and our publishing hire work with Secret Sauce.

“We’ve got heaps of exciting activities lined up for the next year, so we can’t wait to share more about what’s coming next.”

Willard and Atkin established Secret Sauce in June 2024.

Both previously worked for indie publisher Modern Wolf, where Willard was head of brand and Atkin was senior communications manager.

Recent projects supported by Secret Sauce include Meteor Pixel’s first title Little Corners, marketing support for Envar’s Witchspire, and branding and strategy for US-based studio Wallride.