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As game creators contend with increasing competition and dwindling resources, a new consulting collective is launching with a focus on how studios access senior expertise outside of development. fractional/ introduces a model designed to support studios with high-level strategy and execution across “everything but making the game.”

Founded by industry veteran Jim Squires, fractional/ connects studios with experienced operators working across non-development disciplines, including marketing and communications, business development, operations, and more. Though the company has remained in stealth since its formation in October 2025, fractional/ has already worked with clients including Commodore International, Halfbrick Studios, and Trace AR.

fractional/ differentiates itself from traditional agency models by working exclusively with contractors. “We’re a matchmaker, not an employer — and there’s a significant difference there,” says Squires. “We’re not incentivized to tell you what you want to hear in a pitch meeting, or to force mismatched solutions just to keep everyone working. By partnering with contractors, fractional/ becomes one of several paths for members of our network to connect with new projects. That structure allows us to focus on carefully curating the right solutions for each studio, without competing interests.”

Among the fractional collective’s founding members are:

• Jim Squires (Principal and Founder) is a longtime independent contractor and Swiss Army knife in the games industry with experience in media relations, marketing strategy, and business development. Jim’s work has spanned projects across indie, mobile, retro, and immersive titles, including games released by his own indie studio, Rocketship Park.
• Kelly Ekins (Principal) is a communications leader with over 25 years of experience shaping narratives at the intersection of gaming, technology, and creativity, connecting complex technologies with the creators and communities who bring them to life. Kelly has worked with world-renowned franchises including Battlefield, Batman: Arkham, Command & Conquer, LEGO™, and Looney Tunes.
• Larry Hryb (aka Major Nelson) is an industry icon with over 30 years of experience in media and entertainment. He has built a career at the intersection of storytelling, communications, and technology, and is widely considered the father of modern community management. Larry spent 22 years at Microsoft, helping shape the voice of Xbox through global launches of games, hardware, platforms, and services.
• Stephanie Greenall is a games and tech marketing leader who has held directorship roles at hardware makers Tilt Five and Commodore International. Stephanie has also co-produced major industry events like VRTO and FIVARS, contributed as a writer and tech commentator, and has a passion for rebel/guerilla marketing.
• Henry Stockdale is a veteran video games journalist and one of the most respected voices in virtual reality gaming. Henry led games coverage at UploadVR during immersive gaming’s most significant era and provides design consulting, mock reviews, and storytelling services.

“The games industry is in a time of crisis,” adds Squires, “and we’ll be the first to admit that it’s hard to see a light at the end of the tunnel. But it’s there, and it’s up to all of us to play an active role in deciding where it leads. For fractional/, that means creating a model that helps studios manage costs while giving experienced talent more autonomy over how and where they work.”

Studios interested in working with fractional/ can reach out via fractional.llc. Limited in-person meetings will be available in San Francisco from March 9–12.