{"id":11125,"date":"2011-04-06T10:30:00","date_gmt":"2011-04-06T08:30:00","guid":{"rendered":""},"modified":"-0001-11-30T00:00:00","modified_gmt":"-0001-11-29T22:00:00","slug":"popcap-launches-new-label-for-more-experimental-ideas","status":"publish","type":"post","link":"https:\/\/mygaming.co.za\/news\/business\/11125-popcap-launches-new-label-for-more-experimental-ideas","title":{"rendered":"PopCap launches new label for \u201cmore experimental ideas\u201d"},"content":{"rendered":"<p>PopCap has launched a new subsidiary label, dubbed 4th &amp; Battery, for its &ldquo;more experimental ideas&rdquo;. More experimental than pitting plants against zombies? Apparently.<\/p>\n<p>&#8220;Making games at PopCap is crazy and chaotic. We&#8217;re constantly prototyping wacky ideas in search of the next great thing, but very few of those ideas make it through our intense internal filters to become full-blown PopCap titles,&#8221; says PopCap&#8217;s overlord, Ed Allard. <\/p>\n<p>&#8220;That means there are lots of fledgling games hiding within our walls that never see the light of day. Enter 4th &amp; Battery. 4th &amp; Battery is a new label we&#8217;re using to bring some of our more experimental ideas to customers. It&#8217;s a way to lift some of our internal filters and let us stretch our creative legs a little.&#8221;<\/p>\n<p>The first title released through 4th &amp; Battery is something called Unpleasant Horse, but nothing much else has been said about it for the moment.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Because Plants vs Zombies is totally mainstream<\/p>\n","protected":false},"author":161,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_sma_x_autopost_status":"idle","_sma_x_autopost_error":"","_sma_x_post_id":"","_sma_x_attempts":0,"footnotes":""},"categories":[2],"tags":[],"class_list":["post-11125","post","type-post","status-publish","format-standard","hentry","category-business"],"_links":{"self":[{"href":"https:\/\/mygaming.co.za\/news\/wp-json\/wp\/v2\/posts\/11125","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mygaming.co.za\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mygaming.co.za\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mygaming.co.za\/news\/wp-json\/wp\/v2\/users\/161"}],"replies":[{"embeddable":true,"href":"https:\/\/mygaming.co.za\/news\/wp-json\/wp\/v2\/comments?post=11125"}],"version-history":[{"count":0,"href":"https:\/\/mygaming.co.za\/news\/wp-json\/wp\/v2\/posts\/11125\/revisions"}],"wp:attachment":[{"href":"https:\/\/mygaming.co.za\/news\/wp-json\/wp\/v2\/media?parent=11125"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mygaming.co.za\/news\/wp-json\/wp\/v2\/categories?post=11125"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mygaming.co.za\/news\/wp-json\/wp\/v2\/tags?post=11125"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}