Dusty Welch and Chris Archer have founded U4iA Games and have appointed themselves CEO and chief creative officer. The Activision veterans have headed up the production and brand management for franchises like Call of Duty, Guitar Hero, and Tony Hawk’s Pro Skater and will now work on an online-only, hardcore freemium, first-person social game.

“U4iA Games is grounded in the insight that core gamers desire robust, social gaming options on social networks and mobile devices,” said Welch. “Playtime and dollars are starting to migrate from console to casual and/or mobile gaming and a new segment is emerging – the Hardcore Social Gamer.

“We founded U4iA Games to satiate our passion for creating new IP and game experiences while honing in on the industry’s sweet spot,” added Archer. “Many studios are making casual games for a core audience. We’re making core games for a social audience.”