Brash Entertainment, a startup led in part by executives from Atlanta, is launching a videogame company with a whopping $400 million in financing.

Backers include ABRY Partners, New York Life Capital Partners III, and Northwestern Mutual Life Insurance.

The company promises a “new business model for bringing licensed games to market.”

The firm will be based in Atlanta and Los Angeles. It already is working on several titles.

Bert Ellis, an executive with the firm, is a former chief executive officer of iXL Enterprises, a defunct Web consulting firm in Atlanta. He also is an investor in Brash Music, a record label based in Atlanta, according to the Atlanta Business Chronicle. In March, the newspaper reported the company would get started with $150 million in funding.

Mike McQuary, a former executive with Internet Service Provider EarthLink, is an investor in the firm.

Brash’s strategy calls for projects to be matched with independent development studios, the company said. Twelve games are already in production, and more than 40 properties have been licensed in deals with five film studios.

"Brash is founded on the simple premise that top Hollywood creativity plus top game talent should equal great games," said Brash co-founder, Chairman, and CEO Mitch Davis in a statement. "We are laser focused on delivering high-quality games. The other aspects of our business are left to the experts – best of breed partners we’ve tapped for their specific expertise."

Warner Bros. Home Entertainment Group is the distributor for Brash titles.

Davis and Nicholas Longano, the chief operating officer, were former executives at Massive Incorporated, which developed an in-game advertising network.