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.

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.

This is a very innovative new project.

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

We have to appeal [to people] beyond the core gaming audience. We need to prove to customers, to retailers, to the press and to third parties that we're serious about developing this audience.