Explaining their new focus to MCV, co-founder Martyn Brown said, "I think that given the general malaise of the third party publisher 'work-for-hire' market, it is no surprise that a lot of developers are heading towards digital publishing as some kind of saviour." Brown plans for Team 17 to be ready to answer that call, expecting that they will produce at least 15 SKUs across XBLA, PSN, the Apple App Store, and other platforms in 2010.

Team 17 restructured internally to accommodate the change in emphasis from development to publishing, with Brown taking on the scouting duties as business development director.