It's true (and understandable) that most of the attention given the video game software business on these pages is to the larger players. Companies like Motley Fool Stock Advisor recommendations Electronic Arts (NASDAQ:ERTS) and Activision (NASDAQ:ATVI) eat up large proportions of the industry's market share, revenue dollars, and top-selling titles.

But investors will nevertheless always look for growing small companies in any sector, a fact that was highlighted today with the sharp rise in shares of ConnectivCorp (OTC: CTTV), which runs the Majesco video game software company following its acquisition in December.

Shares of ConnectivCorp were ahead more than 12% at last check -- the share price is just above $2, but the company sports a market cap of some $80 million -- on news that ConnectivCorp sees fiscal 2004 (ending Oct. 31) revenue of $100 million to $110 million, up significantly from last year's $47 million. Operating income, meanwhile, is seen coming in at $12 million to $15 million. Last year the company reported a $9 million operating loss.

Driving this growth, the company says, is a strong first half and strong projected second-half sales at Majesco, which makes games for Microsoft's (NASDAQ:MSFT) Xbox, Sony's (NYSE:SNE) PlayStation 2, Nintendo's (Nasdaq: NTDOY) GameCube and GameBoy portable, and PCs. Strong interest in its upcoming GameBoy titles was highlighted in today's press release.

ConnectivCorp's latest Securities and Exchange Commission (SEC) filing (which takes into account the $25 million the company raised in February) highlights a small, but growing -- and financially stable, at least through the end of the fiscal year, should sales come in as hoped -- company now generating net profit. (It eventually plans to change its name to Majesco, the acquisition of which was essentially a reverse merger meant to make Majesco publicly traded.)

There's reason for optimism, particularly if you believe the macro environment in media greatly favors the content companies in the long term. Investors, however, should also keep in mind the difficulty many "alternative" software providers are experiencing: It's been rough going for the likes of Midway (NYSE:MWY) and strugglingAcclaim (NASDAQ:AKLM), which have seen their shares crushed by their larger competitors' brands and marketing muscle in recent years. It's an uphill battle for Majesco and its ilk.

David Gardner recommended both Electronic Arts and Activision for Motley Fool Stock Advisor subscribers. Find out what other investment ideas David likes by trying it out, risk-free, for six months.

Fool contributor Dave Marino-Nachison doesn't own any of the companies in this story.