Jaeger added that it's not just a question of underpromotion, it's also a measure of not having access to the same tools that The Big N does. "Help create a more even playing field by allowing developers to use Nintendo resources ... even a more fair use of the Nintendo Channel would help -- Pokémon will be advertised for months while third party titles get a week usually." He also argued the subject of localization/marketing support in foreign markets and Nintendo's general "fend for yourself" attitude towards WiiWare development. "Nintendo, in my opinion, could do more to keep the WiiWare and DSiWare stores in customer's minds," agreed Nnooo's CEO and creative director Nic Watt. We've asked Nintendo for a response to the various allegations and will update this post if we hear more.
Source - Developers call on Nintendo for more WiiWare support (requires login)