Snoop Dogg and son Cordell Broadus have created Death Row Games, a game studio that aims to deliver experiences made with Unreal Editor via Fortnite.
As reported by AFROTECH, a press release shares some details on what is hardly Snoop Dogg's first time in the gaming world. Minority creators are their focus, with the duo wanting to "focus on creatives in underserved communities."
Death Row Games is aiming to be a developer and publisher of video games, and it's unclear if they plan to move outside of Fortnite in future. Broadus shares that "We've always had the mindset of building it on our own", and with the mass layoffs currently plaguing the industry, it's good to see a new studio pop up and hopefully bring in some of the lost souls.
Snoop Dogg has previously appeared in games like Def Jam: Fight for NY, Call of Duty Ghosts, and NHL 20 among many others. Broadus has had a hand in crypto-based game Doge Dash, but is otherwise fairly new to the space.
On the topic of taking on the games industry as a father-son duo, Broadus goes on to share that "It's dope for a father and son to be working together for one, and for two he's 51 years old [...] he may be out of touch with some of these things. And I'm always there to keep him up to speed and translate information to him in a tone that he can understand."
Death Row Games uses the branding of Snoop Dogg's music label Death Row Records, and Broadus admits that "it's cool [that he allows] me to just do trial and error, because I don't have it all figured out. I'm just going with my gut and checking the pulse of the culture."
We can only hope the game studio fares better than the duo's previous business projects, which include NFTs and the aforementioned crypto-based games. It'd be a shame to squander the potential of this game studio on get-rich-quick rubbish, but we'll be sure to report on the latest after the studio's first game is unveiled.