We have a real culture of thrift. The goal that I had in bringing a lot of the packaged goods folks into Activision about 10 years ago was to take all the fun out of making video games.

We have a real culture of thrift. The goal that I had in bringing a lot of the packaged goods folks into Activision about 10 years ago was to take all the fun out of making video games.

What you do in film and television is really different than what you do in video games. There have been pockets of success, like at Time Warner. And Disney, with Club Penguin and Facebook games, has done a real good job of recognizing the business is not just about packaged goods.

People sort of lump packaged-goods video games into all video games. But when you look at total hours consumed and the dollars that are spent on all kinds of games, you've actually seen enormous growth in the audiences the last few years.