Speaking to MCV, 2K Games President Christoph Hartmann criticized the current tactics of Wii publishers. Specifically, he addressed the issue of the market being completely saturated with low-quality titles or "shovelware."

"Where people go wrong in the casual market is that, while the development costs are exploding on the casual side, they're treating the Wii like the old PC market – making cheap, accessible games. They think if they make ten titles and two are hits, they will finance the other eight," said Hartmann. "But they forget these eight crappy titles will flood the market and will lead to problems in terms of production – and upset retailers. Also, the consumer will be pissed off because they'll be confused."

As for 2K's own low-budget casual title, Carnival Games, Hartmann said that title's success was as much a matter of timing as anything.

"Had we released [Carnival Games] last week, it would have been much tougher," commented Hartmann. "There's far too much stuff in the Wii market [now] and it's hard to shine. While the Wii is the strongest growing console, it's a risk not to have well known brands in your games."