Playbrains has prior experience creating downloadable games with the Steam and Xbox Live Arcade title Madballs in Babo Invasion. Simpson credited a combination of Fuel Industries and W!ldbrain for design of the characters and story in Sideway. The latter is the animation house behind the Emmy nominated animated version of the Ricky Gervais Show on HBO. The former, Fuel Industries, calls themselves "branded entertainment evolved" and their site showcases a number of web marketing case studies. This leads me to wonder what product(s) Sideway will eventually prove to be promoting.