And that's why I would say 2/3 will be owned by 2030 by the top companies, because it's, it's really just who has the deepest pockets.

While market share is controlled by the large companies, innovation and sort of growth is coming from the bottom and the middle increasingly.

I think it's going to be a creative renaissance. You're going to have this. Any independent developer can go and build, like, they have a huge team and still have. I think they can still have a lot of room for human creativity.

So the puzzle to solve or the game to make is how can you make a remarkable experience for a fan base that's big, but may not be such a mega size to support hundreds of millions of dollars in production?

And I think as long as I have an audience that appreciates what we make, then we scale the business to the size of the audience in that demand.

So we, we concentrate on the core and building that just incredibly value valuable and vital core team and then supplement that with capabilities and capacities that we will bring in.

I think it's going to be a creative renaissance. You're going to have this. Any independent developer can go and build, like, they have a huge team and still have. I think they can still have a lot of room for human creativity.

If we look at like, is the game any good? It's like they're an original core idea. And is AI used to explore that and to basically make just a very quick kind of polished prototype to explore that idea?

The important bit to note is that we will not generate ‘creative assets’ that end up in a game without being 100% sure about the origins of the training data and the consent of those who created the data,

As monetization and AI evolve and influence this future, we will not chase short-term efficiency or flood our ecosystem with soulless AI slop.