from a user interface standpoint, and also from a monetization standpoint. Ben has been very successful with the free-to-play version of Battlefield, and ngmoco had it and the industry's very first free-to-play top-grossing application with Eliminate, which was a first-person shooter. We're trying to take all the experience from those two things and combine them with what we now know about how to monetize in this free-to-play world, the superior ARPDAU levels we're starting to see in our Western games to deliver something that can be a great gameplay experience and a great business at the same time. I think that will be a whole new leg of revenue. If you think about social mobile games right now, at one end of the spectrum very broad appeal, low-monetizing, in the middle of the spectrum you've got those deep and still quite large veins that can monetize very well, I think there'll be a whole new segment that is catering to a core gamer audience that we'll be able to tackle quite directly with that one. Q: Those core gamers sure can spend money. "This is the best time to be a game designer" Neil Young Neil Young : Those core gamers are used to spending $300 per year, 5 games on average, $60 at retail. That's a lot of money. You also have to provide a lot of experience for that; it's non-trivial. Q: It's a difficult transition for game designers to make if they're not used to free-to-play games.