UK based co-development studio CodeDev, the company behind The Unreal Guys, has launched a new specialist division focused entirely on game optimisation. The new unit is called The Performance Guys and is designed to address project critical performance challenges during development.
The division is staffed exclusively by engineers and technical artists, a composition that reflects the specialised nature of the work involved. CodeDev is actively recruiting senior engineers to join the team as it seeks to scale the operation.
Background and context
CodeDev is a well established co-development house in the UK games industry. The company previously operated under the brand The Unreal Guys, a name that highlighted its expertise in Epic Games’ Unreal Engine. The launch of The Performance Guys represents a strategic expansion into a dedicated service line that was previously handled within broader project teams.
Optimisation work in game development typically involves improving frame rates, reducing memory usage, and ensuring that software runs smoothly across different hardware configurations. These tasks often require deep technical knowledge of graphics pipelines, rendering algorithms, and hardware architecture. By creating a division of engineers and technical artists, CodeDev aims to offer clients a concentrated pool of expertise for these technically demanding tasks.
Industry relevance
The announcement comes at a time when game performance has become a critical factor in commercial success. Consumers expect high frame rates and stable performance across both PC and console platforms. Poor optimisation can lead to negative reviews, refunds, and reputational damage for publishers and developers alike.
Co-development studios like CodeDev provide external teams that work alongside internal studio staff. This model allows larger publishers to scale development capacity without permanently expanding their own headcount. The creation of a dedicated optimisation division suggests that CodeDev sees growing demand for specialised technical services in the game production pipeline.
Engineers and technical artists are among the most sought after roles in the industry. Technical artists bridge the gap between artists and programmers, handling tasks such as shader development, asset optimisation, and tool creation. Their inclusion in The Performance Guys indicates that the division will address not only code level performance but also content related bottlenecks.
Implications for the development ecosystem
The launch of The Performance Guys could influence how other co-development studios structure their offerings. Specialisation is a growing trend in the games outsourcing sector, with companies increasingly forming dedicated teams for specific functions such as animation, audio, quality assurance, or now, optimisation.
For independent developers and smaller studios, access to a team of optimisation specialists on a contract basis may provide a more affordable alternative to hiring full time staff with these rare skills. This could lower the barrier to achieving technically polished releases on major platforms.
CodeDev’s decision to announce the division publicly and immediately begin hiring signals confidence in its commercial viability. The division will likely serve existing clients from The Unreal Guys network while also attracting new business from studios seeking targeted technical support.
Forward outlook
CodeDev is expected to staff the division over the coming months as it hires senior engineers. The company has not disclosed specific project contracts or client names at this stage. Industry observers will watch to see whether the division secures work on forthcoming multiplayer titles or graphically intensive single player games, as these genres typically place the highest demands on performance engineering teams.
Source: GamesIndustry.biz
