And along the way, you introduced celebrities and merchandising into the game itself. And recently, Ikea was launched as an actual expansion pack. Is that a marketing strategy we’ll see more of from EA?

We’re starting to experience with a lot of business models, especially in the Asian market, like things around micro transactions. I think Spore and The Sims are going to be exploring these things in the future.

I think a lot of what we learn in Asia will eventually be deployed to the rest of the world. Asia in some sense is becoming a proving ground for where the industry is going to evolve. And the expectation is those models that are developed for Asia, will be the ones that eventually become the predominant models even in the United States and Europe

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