We do have some exciting ideas around monetization that departs from ad-based revenue models. Whether this is pay-per-play, wagering, subscriptions, etc. However, I anticipate we will, for the time being, include free2play modes with advertisements because that is the standard the mobile industry has set, and mobile gamers are used to accessing play in this manner.

I actually recently discuss this topic with someone who is very big into mobile games and they said that they don't mind the ads at all and sometimes even enjoy them. This was a huge surprise to me.

I personally hate ads, so I would love to completely revolutionize the way mobile games are monetized. But we need to first work within the framework that we're given before we have the opportunity to totally re-invent the way that things are. As I said in Miami, first we infiltrate and then we burn it down!