The challenges faced by small and medium sized game developers in today’s eGaming industry are not unique. They are similar to those faced by independent film makers and musicians and in many other industries. The content creators have no experience of the best way to market the content they produce, aren’t familiar with all the regulations their content is expected to comply with and they don’t have the right connections with the established distribution channels. As these industries have matured they have addressed this unwanted barrier against smaller content creators by utilizing publishers. Publishers are experienced in how to market the content most effectively, have close, existing, relationships with all the distributions channels, are familiar with the pricing models and pros and cons of each possible route to market, they know what classification or certification the content must be subject to etc. Working with Adoptit frees up the creative process and utilises professionals for licensing, patent and contractual development, making the best use of available skills and expertise while allowing focus on the building of the best games in the industry!