To extend the life cycle [of Grand Theft Auto IV?] [...] to take that product to the next level, we also have exclusive episodic content that will be available.

In-game advertising is just another area that we think is very, very exciting to take advantage of the type of content that people own [...] and microtransactions. I'll talk a little about this...

It's not just about shipping one box and then waiting for a sequel, but keeping that product alive in the marketplace. There is a tremendous amount of research that shows that anything in terms of downloadable content increases the box sales. So we will take our biggest brand [GTA?] and have episodic content available in the marketplace. It's a way we are approaching games to maximize our revenue as we look into the next cycle.

In-game advertising [...] we have a tremendous experience base from our sports business where it is a natural part of the gaming experience. Today, we announced a partnership with Double Fusion. Double Fusion brings to us added context with the agencies [...] with giving us scale with Madison Avenue. So, we think that this is a growing area [...] one that we will walk before we run [...] one that we have a lot of experience in the sports side, and then we will move that now to all of our other types of content.