Chip Theory Games has hired Jennifer Graham-Macht, a veteran with around eight years at Keymaster Games, to lead Neon Knight, its label focused on lighter games. The move comes as the publisher reassesses its strategy to reach players beyond its traditional customer base.Josh Wielgus, Chip Theory’s marketing director, said the company had expected a larger share of its fans to follow Neon Knight. That expectation did not materialize to the extent hoped, prompting the publisher to invest more resources in building a new brand and a new audience.Chip Theory Games has built its operation over more than a decade around elaborately produced games, high prices and a focus on demanding solo experiences. Its biggest successes include Too Many Bones, Cloudspire and The Elder Scrolls: Betrayal of the Second Era.Neon Knight grew out of the acquisition of Good Knight Games, the studio founded by Dice Throne co-creator Manny Trembley. The deal, completed in April 2024, included renaming the studio and gave Chip Theory a dedicated path into more accessible, retail-friendly product lines, supported by the company’s experience in operations, customer service, distribution and marketing.According to Wielgus, Neon Knight has yet to release a major hit, but the publisher is pleased with the direction of its projects and has been learning about light, medium-weight and mass-market game segments, areas where Chip Theory has historically not operated.The company also acknowledged that it had projected its own team’s varied tastes onto its customers. The conclusion was that Neon Knight needed to be treated as the building of a new business.Graham-Macht takes on the role after holding positions in community, production, project management and game direction at Keymaster. She also recently returned to game retail as co-owner of The Player Agency store in New Jersey, after managing Satellite Comics and Games in the mid-2010s.
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