"It's been more of kind of actually going out and targeting developers, or responding to their requests and actually going out and actually working with them on an individual basis, as opposed to a more kind of marketed, kind of broader approach," Hollenshead explains.

"Our philosophy on that has been that we'd rather have a small number of good-fit, high-quality developer licensees than a bunch that aren't really good fits or that may not be that bright of a licensee anyway."