Boutique UK-based games publisher Sold Out Games is rebranding to Fireshine Games, amidst a new push to expand their digital release lineup.

“The company today is very different to the one we originally launched in 2014,” Fireshine marketing director Sarah Hoeksma said to 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 said it was challenging to find a new name to reflect the future of the company, so they worked with Lidia Rumley at The Brand Storyteller.

“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.”

News that Sold Out Games is rebranding to Fireshine Games comes alongside their new goals to expand their digital games releases, while also still pursuing more limited physical releases. The company apparently always intended to expand into digital, but their focus now is balance between the two.

“We have a business with really exciting new digital games from incredible indie developers all over the world, plus we have some amazing long-standing partners for whom we have released and will continue to release boxed games,” Hoeksma says. “We are immensely proud of all sides of the business, we have great teams to support both and will continue to treat each part of the business with the professionalism and attention it deserves.”