Hello Games are entering the publishing business – they’ve announced (via GamesBeat) a new publishing label, and it’s appropriately called: Hello Labs.

The new publishing arm of the UK-based developer will be focused on procedurally generated games, a natural progression from their overly ambitious procedural space simulator, No Man’s Sky.

“I know that procedural generation will be a small part of games in the future,” said Hello Games founder Sean Murray at this year’s Game Developer’s Conference. “Loads of the talks at GDC – whether it’s [Horizon: Zero Dawn] or [Ghost Recon Wildlands] – that are talking about procedural generation components in their games are super cool.

“For us, it is a big part of our future. And making really unique, weird, engine decisions and allowing that to dictate a cascade of problems… And we want to continue going forward making new, impactful technology.”

Murray noted that it’s sometimes difficult for a smaller studio to reach lofty goals and milestones, pointing to the development of their own No Man’s Sky as they ran out of funds while development still continued. This motivated Murray to start a publishing firm just for games like No Man’s Sky.

The new publishing division is apparently “super low-key” for now, and they only plan to work on a few games at first – one of which is already in development.

“The focus is going to be on procedural generation, experimental games, games research, that kind of thing,” Murray said. “We would love to help people avoid some of the pain that we went through ourselves. That’s something I’m really passionate about.”