Sega has kicked off a new mobile publishing initiative with a focus on indie developers, called "Sega Alliance." The label made its debut with a game that launched on the iOS App Store today, Jack Lumber. The game from Owlchemy Labs is on sale for 99 cents as a launch price, and will be $1.99 once the sale is over.

According to the Sega Blog, the game follows a supernatural lumberjack who massacres a forest to hunt down the tree that killed his grandmother. In practice, this means slicing up trees Fruit Ninja-style without cutting the precious woodland creatures.

"We're very excited about being the first developer to partner with Sega Alliance," said Owlchemy's Alex Schwartz in the announcement. "We'll be able to introduce Jack Lumber to a much wider audience than we'd originally hoped thanks to the resources provided by Sega Alliance. Working with Sega has been the opposite of dealing with a lumbering bureaucracy. We just focused on making a great game."