World of Tanks creator Wargaming has opened a new publishing label focused on giving third-party developers and publishers the tools to succeed in the "highly competitive" online free-to-play market.

The new publishing arm, dubbed Wargaming Alliance, will look to do just that by giving its partners access to Wargaming's over 100 million strong subscriber base.

Alliance partners will also receive help in other key areas such as marketing, community management, and customer support.

Sega and Creative Assembly's team-based strategy title Total War: Arena will be the first game released through the Wargaming Alliance label.

"This strategic partnership with Wargaming presents a unique opportunity for Creative Assembly’s eagerly anticipated creation to realize its full potential," explained Sega Europe president, Jurgen Post.

"Working with Wargaming, a market leader in the free-to-play space, and by utilizing their extensive experience and expertise in this area, Sega is confident that Total War: Arena will become the worldwide hit it deserves to be."