diff --git a/Makefile b/Makefile
index 02bd5e3..50abe82 100644
--- a/Makefile
+++ b/Makefile
@@ -67,7 +67,7 @@ install:
 # `make doodads` to build the doodads from the dev-assets folder.
 .PHONY: doodads
 doodads:
-	cd dev-assets/doodads && ./build.sh
+	cd dev-assets/doodads && ./build.sh > /dev/null
 
 # `make mingw` to cross-compile a Windows binary with mingw.
 .PHONY: mingw
@@ -105,13 +105,20 @@ mingw-free: doodads
 release:
 	./scripts/release.sh
 
+# `make release32` runs release with ARCH_LABEL=32bit to product
+# artifacts targeting an i386 architecture (e.g. in rpm and deb packages
+# metadata about the release)
+.PHONY: release32
+release32:
+	env ARCH_LABEL=32bit ./scripts/release.sh
+
 # `make mingw-release` runs a FULL end-to-end release of Linux and Windows
 # binaries of the game, zipped and tagged and ready to go.
 .PHONY: mingw-release
 mingw-release: doodads build mingw __dist-common release
 
 .PHONY: mingw32-release
-mingw32-release: doodads build mingw32 __dist-common release
+mingw32-release: doodads build mingw32 __dist-common release32
 
 # `make osx` to cross-compile a Mac OS binary with osxcross.
 # .PHONY: osx
diff --git a/scripts/fpm-bundle.sh b/scripts/fpm-bundle.sh
index e03a5ad..f1bc3af 100755
--- a/scripts/fpm-bundle.sh
+++ b/scripts/fpm-bundle.sh
@@ -69,11 +69,29 @@ echo =====================
 echo Starting fpm package build.
 echo =====================
 
+# Get the architecture we're building for, can be provided by
+# the user with ARCH_LABEL env variable, it'd be one of:
+#   x86_64
+#   i386
+#   aarch64
+if [[ "$ARCH_LABEL" == "" ]]; then
+    ARCH_LABEL="64bit"
+    case "$archs" in
+        i?86) ARCH_LABEL="32bit" ;;
+        aarch64) ARCH_LABEL="aarch64" ;;
+    esac
+fi
+echo "Building packages for architecture $ARCH_LABEL"
+
 # Handle all architectures! Default x86_64
 RPM_ARCH="x86_64"
 DEB_ARCH="x86_64"
-case "$archs" in
-  i?86)
+case "$ARCH_LABEL" in
+  64bit)
+    RPM_ARCH="x86_64"
+    DEB_ARCH="x86_64"
+    ;;
+  32bit)
     RPM_ARCH="i386"
     DEB_ARCH="i386"
     ;;
diff --git a/scripts/release.sh b/scripts/release.sh
index 0ac7bab..a13ac17 100755
--- a/scripts/release.sh
+++ b/scripts/release.sh
@@ -20,11 +20,17 @@ STAGE_PATH="$(pwd)/dist/stage/${VERSION}"
 
 # Handle all architectures! Default x86_64
 # Used in zipfiles for Linux and Windows (fpm-bundle.sh has its own logic)
-ARCH_LABEL="64bit"
-case "$archs" in
-  i?86) ARCH_LABEL="32bit" ;;
-  aarch64) ARCH_LABEL="aarch64" ;;
-esac
+# User can provide ARCH_LABEL environ variable too.
+# One of: 32bit, 64bit, aarch64
+if [[ "$ARCH_LABEL" == "" ]]; then
+    # Reasonable default
+    ARCH_LABEL="64bit"
+    case "$archs" in
+        i?86) ARCH_LABEL="32bit" ;;
+        aarch64) ARCH_LABEL="aarch64" ;;
+    esac
+fi
+echo "Building packages for architecture $ARCH_LABEL"
 
 if [[ ! -d $DIST_PATH ]]; then
 	echo Run this script from the root of the game repository, such that