>> I love the industry that I work in.
I don't know that I'd love it, love video games if it wasn't sports video games
with the combination of sports and video games.
I'm more of a sports fan than I am a video game fan, but I did grow up playing Nintendo
and Super Mario and all of that whole franchise, but I really love being able to work
on the sports side of things because it really is--
Our marketing plan really does focus around the key beats during the NFL season.
So we'll do something around kickoff and we have our Super Bowl party prior to Super Bowl.
So I really get a broad scan of the entire industry.
So Madden comes out every single year.
It's 27 years old this year and it's really trying to figure out how you're going
to market a product that comes out yearly to get people to purchase year to year,
to get new people purchase that have never purchased in the past,
and then also how get people that are last gamers to purchase.
So you're really targeting three different groups and the challenge is year over year,
how do you make this product look new and different in the light of people
that have already been playing it and how does it look interesting to those that have not.