Sold Out rebrands to Fireshine Games as it ramps up digital portfolio
Danielle Partis
News Editor
Monday 7th March 2022
The games industry is a dynamic landscape that, for better or worse, revolves around trends, and that can often entirely influence how a company operates.
And it's a different industry in 2022 to the one that Sold Out Games opened into, eight years ago. At launch, Sold Out's focus was limited to physical game sales, and as time went on, the company leaned more and more into digital as the industry gravitated towards it.
Now the company has rebranded to Fireshine Games, ditching the old name and taking the opportunity to reshape its business to align with new goals.
Sarah Hoeksma
"The company today is very different to the one we originally launched in 2014," Fireshine marketing director Sarah Hoeksma tells GamesIndustry.biz. "Not only has the industry and landscape changed, but we've changed in our culture, our priorities and what we want to do. So we felt the company name needed to change to better reflect that."
Hoeksma tells us that finding the right name for the company was one of the harder aspects of the rebrand. The team worked with Lidia Rumley at The Brand Storyteller to find a fitting name that encompasses the company's goals.
"We wanted something timeless, more fun, less corporate and ultimately more fitting for our business," she says. "Fireshine combines the radiant energy from a primal element and the idea of shining a light on indie games. When we put those words together, the word Fireshine gave us a feeling of warmth and togetherness which felt fitting for the company."
Hoeksma explains that the company always had aims to establish its strengths in physical publishing and then expand into digital later. The main thing the team wanted to focus on while rebranding
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