Upstart's clients range from "Top Five" international games publishers, to specialised development houses focused on single games and genres. Unlike its competitors, Upstart does not seek to brand its client's content as its own. This creates a recognition between the consumer and the game's IP holder, thus avoiding brand confusion or portfolio conflict for Upstart and its clients. UPSTART strives to maintain extremely high quality relationships with its operators. Providing great games and supporting the widest range of handsets possible is the first step in this relationship. Support for operator driven initiatives such as Sprint's Game Lobby, Cingular Game Room and the Vodafone live! platform also demonstrates commitment to operator and consumer demand for innovative content. This support ensures participation in pre-release handset programs, pre-install opportunities and other revenue enhancing initiatives.

Behind Upstart's publishing and distribution team is a world-class game development team. Upstart has invested heavily in developing proprietary tools and technology to facilitate the development and localisation process. Central to this is USCL - Upstart Service Class Library. USCL is a series of J2ME and BREW classes exposing a common development interface across multiple devices. Using USCL means that core game components and services are portable across platforms, devices and markets enabling a developer to focus on key game play components. With USCL, games can be easily localised for any market, including Japan and China.

To support publishing activities Upstart has a robust, secure hosting and provisioning platform for those networks that require publisher provisioning, e.g. iMode based networks. This platform also supports enhanced features, such as network high score, in-game commerce, video streaming and feature unlock.

Upstart's unique USCL technology maximises the portability of games across handsets and networks. Source content can be provided in any of the the common development environments and redeveloped for multiple targets. Notably, UPSTART can rapidly port and deploy applications originally developed in any of Brew, DoJa, MIDP1, MIDP2, or CJSP on any network, irrespective of that networks' game technology implementation.

Client management resources in Europe, US and Japan ensure that the client has full input and approval at every key stage of the development and porting process. Typical communication barriers are not an issue due to Upstart's local Japanese presence. A rigorously enforced QA and sign off process ensures that games released have passed client approval as well as stringent internal gameplay standards.