Secret Sauce has introduced a new marketing brand called Weekend Games

Secret Sauce, a publishing agency, has unveiled a new marketing brand named Weekend Games.

Weekend Games is set to debut in January 2026, aiming to highlight the finest finishable indie games across the industry.

The brand plans to release a curated newsletter and create a community forum to improve discovery for indie game enthusiasts.

This initiative specifically seeks out developers that finance their projects independently, aiming to offer marketing assistance.

George Willard, co-founder of Secret Sauce, emphasized that the original agency will remain operational alongside Weekend Games.

On LinkedIn, he noted, "We're enhancing our agency services and will continue collaborations with our amazing clients and partners into the future."

Co-founder Sophie Atkin mentioned, "Our work now splits into two areas: our marketing publishing brand Weekend Games and publishing hire work through Secret Sauce."

"We have an array of exciting plans for the coming year and are eager to share more soon," she added.

Their agency, Secret Sauce, was founded in June 2024 by Willard and Atkin.

Previously, both were part of indie publisher Modern Wolf, with Willard as head of brand and Atkin serving as senior communications manager.

Recent ventures supported by Secret Sauce include Meteor Pixel's debut game Little Corners, marketing efforts for Envar's Witchspire, as well as branding and strategy work for the US-based studio Wallride.