Namco Bandai Games America, whose parent company resides in Japan, has announced the new "Surge" studio and publishing label that's intended to more closely relate to Western audiences.

The company said on Thursday that the upcoming title Afro Samurai will be the first game to wear the new label when it launches in late January 2009. Other Surge IPs will follow in the year to come.

EVP of sales and marketing at Namco Bandai Games America Andrew Lelchuk said in a statement, "Surge presents a significant milestone for Namco Bandai as it personifies our commitment to deliver compelling content for the discriminating player who is looking for games that are not only groundbreaking but also push the envelope."