The rebranding had been in the works for some time before the March 5th announcement at the suggestion of senior staff. Schilling introduced 38Studios.com apparel during a press conference following his first Spring Training start of 2007 for the Boston Red Sox.

"Our vision as a company is to build something revolutionary, to be the leader in the entertainment industry. The executive team I put in place, lead by 38 Studios" President Brett Close, felt this name was a more accurate reflection of what our company is working to achieve," said company founder Curt Schilling.

"The name 38 Studios captures the scope of our goals," says Close. "Our mission is to create ground-breaking intellectual properties that inspire a vast selection of entertainment experiences."

Regarding the number 38, Close continues, "It's not only about what we're going to accomplish, but how." 38 is Curt's number, of course. Everyone at 38 Studios is proud to work for a man whose name and number stand for excellence, integrity, and entertaining games, whether they involve baseball players or MMOG players."

The name announcement was made as Close and members of the executive management team attended Game Developers Conference 2007 (GDC) in San Francisco the week of March 5th-9th. It was the team's first appearance at an electronic gaming industry show on behalf of 38 Studios.

Informative and productive meetings were held with such diverse companies as IBM, HP, and others.