A lot of license-holders have existing partnerships. We're not necessarily the number one partner because we're generally focused on the single platform.

This is a big entertainment property that we've created. I honestly believe this has the potential to be the next mass-market phenomenon.

This is not a normal announcement of a game title, we are launching a major entertainment property.

This is the first property that we've ever created that has this comprehensive of an approach from the start.

The positioning of the platform is very different now. We were so paranoid that people knew the Xbox was a hardcore gaming machine in the first generation that we really alienated, or closed off, a lot of our opportunity. If you've seen the brand ads now for 360 it's completely different -- it's much more approachable.