The label will initially focus on iPhone software, along with downlodable PC and Xbox 360 games developed using Microsoft's XNA platform, and will expand to cover Zune games in the future. Developers will be offered promotional and branding incentives.

GamePro plans to handle all sales and marketing for developers, while managing all distribution with Microsoft and Apple. The games will also be regularly promoted in GamePro magazine, and developers will be offered a GamePro developer blog.

In an interview with GameDaily, GamePro senior vice president George Jones noted that three developers have already signed with the label, with some announcements to be made during this month's Game Developers Conference.