Pole to Win: A Global Gaming Powerhouse Now Reimagined as Side
In the dynamic world of video game development, few names carry the legacy and global impact of Pole to Win. Established in Japan in 1994, the company began as the country’s first independent testing outsourcing firm. Today, after three decades of evolution, innovation, and expansion, Pole to Win has transformed into a global juggernaut in the gaming services industry—now operating under the unified and rebranded name, Side.
From Pole to Win to Side: A Strategic Evolution
The rebranding of Pole to Win as Side marks a pivotal chapter in the company’s journey. This strategic shift consolidates various subsidiaries and specialised studios under one cohesive identity. The new name, Side, represents the company’s mission to work “by your side” throughout the game development lifecycle, reflecting a commitment to partnership, creativity, and technical excellence.
Operating across more than 40 studios in 15 countries, Side is headquartered in Marina del Rey, California, with a strong global footprint stretching across North America, Europe, South America, and Asia.
The Core Services That Built Pole to Win’s Legacy
Quality Assurance and Testing
At the heart of Pole to Win’s original mission was rigorous quality assurance (QA). As video games grew in complexity and scale, the demand for meticulous testing soared. PTW responded with comprehensive QA services that ensured seamless gameplay, minimal bugs, and top-tier user experiences.
Localisation and Translation
Recognising the global nature of gaming, PTW expanded into localisation and translation services. The company adapted content for diverse audiences, ensuring not just linguistic accuracy, but also cultural relevance. This capability continues under Side, now enhanced with localisation QA (LQA) to refine quality across every language and region.
Audio and Voice Production
PTW’s acquisition of Side (the original audio studio) and other assets led to world-class audio production services. From voiceover recording and music composition to sound design and integration, the company has become a go-to provider for immersive and emotionally compelling audio experiences in games.
What Side Offers Today
Comprehensive Development Support
Side offers an end-to-end suite of services that support game development from concept to live operations:
Codev & Game Development
From indie developers to AAA studios, Side partners across all scales to offer co-development (codev) services. This includes collaborative engineering, full-stack development, and porting solutions that allow studios to scale their projects efficiently.
Art & Animation
Visual storytelling is central to player engagement. Side delivers game art production services including 2D/3D assets, environments, characters, animation, and concept art. These services help developers realise creative visions across multiple platforms.
Datasets and AI Integration
Side also supports cutting-edge projects involving speech technology, datasets, and artificial intelligence (AI), contributing to innovation across gaming genres.
Player Experience
From customer support to community management, Side ensures players are heard and valued. Responsive, multi-lingual support teams address player needs while fostering brand loyalty and community growth.
Why the Rebrand Matters
A Unified Brand for a Global Vision
The decision to unify all operations under the Side brand is more than cosmetic. It signifies:
- Consistency across all global offices and studios
- Simplified collaboration with clients
- Innovation-driven identity aligned with modern gaming trends
This transformation aligns with the brand’s tagline: “We bring games to life—by your side.”
Emphasising Creativity and Partnership
Side is not just a service provider; it is a creative collaborator. The name “Side” reflects the brand’s philosophy of co-creation, where teams align seamlessly with developers to deliver unforgettable gaming experiences.
New Website and Communication Channels
To explore Side’s full suite of offerings, visit their official website Side. The website offers detailed insights into their capabilities, global reach, case studies, and contact information for potential partnerships.
Company Size and Global Presence
Side employs between 1,000 and 5,000 professionals and boasts over 2,800 associated members on LinkedIn. This global team includes engineers, artists, designers, QA specialists, voice actors, producers, and community managers.
Major operation hubs include:
- United States (Marina del Rey, CA)
- United Kingdom (London, Glasgow)
- India (Hyderabad, Bangalore)
- Japan (Nagoya, Tokyo)
- Portugal, Romania, South Korea, and Brazil
This vast footprint allows for time zone coverage, regional expertise, and agile scaling for large projects.
What Sets Side Apart in the Gaming Industry
Proven Track Record
Over the years, PTW/Side has worked with some of the world’s largest and most respected game developers and publishers. Their portfolio spans multiple genres, platforms, and markets.
Industry Recognition
PTW earned a reputation for reliability and excellence. Now, Side builds on that foundation with an expanded vision and stronger brand alignment. The company’s holistic approach to external development makes it a true partner rather than just a vendor.
Technological Integration
With the rise of AI in gaming, Side is investing in machine learning, data labelling, and speech datasets to fuel smarter, more adaptive game experiences.
Human-Centric Values
While technology is critical, Side is deeply committed to the human side of gaming. They foster inclusive team environments and promote ethical work practices in all locations.
Final Thoughts
The transformation of Pole to Win into Side marks a bold new era for one of the gaming industry’s most respected service providers. With a commitment to innovation, global collaboration, and creative partnership, Side is well positioned to shape the future of video game development.
For those seeking a trusted partner in bringing immersive, high-quality gaming experiences to life, Side offers the depth, flexibility, and passion needed to excel. Explore more at Side and see how your next game can come to life—by your side.
