Announced during GDC 2009, Sony's development-cost-matching scheme, "Pub Fund," is already garnering praise from the first company to take advantage of it. Burn Zombie Burn studio Doublesix tells Develop that the program -- which matches a PSN game's production costs in royalties, in exchange for PS3 exclusivity -- is "invaluable," not only in terms of funding, but marketing support as well.

James Brooksby, studio head of Doublesix, spoke to other developers, saying, "I think there's a number of other ways in which the Pub Fund can help you, not least because Sony suddenly has a more vested interest in your product's success." Since Sony is looking for a good return on its considerably sizable investment, not everyone can get on the Pub Fund. "Obviously there will be a level of quality expected from Sony's side, so not everyone will be suitable for Sony either," said Brooksby.

"We put a lot of money into the marketing of Burn Zombie Burn," Brooksby said. "And our own funding, along with Sony's, helped achieve great exposure for the game." That exposure has left the developer "absolutely delighted" with BZB's sales to date, and, according to Brooksby, the team is already at work on its next title -- no doubt with the assistance of the Fund.