Yes. You just touched on one of the key aspects that I'm fighting for.
Next week we'll be launching the new version of Assassin's Creed. I'm pushing my team to bring as much press to this as possible, because our industry, as you mentioned, despite the fact it's about 30 years old now—it was launched in the 1970s—is still a young industry compared to music. We're still considered by some an industry of geeks. Some still see us as kids who are living in our parents' garage developing games. It's sad in one way.
We try to get visibility, to get mass media to pay attention to what we do. I was listening to radio the other day and they were so excited to say that there's a Quebec singer called Marie-Mai who just sold 40,000 albums. I was driving my car and it made me crazy. She's getting all this spotlight, and it's in one province where what we all do....
I remember when I did Avatar. I went to Australia to promote Avatar and two people from BioWare were sitting on the same flight back from Sydney. All of us were from Canadian companies and we were in Australia. When is the last time you heard of Canadian filmmakers or musicians who get visibility all around the world? It is critical and we try. I think Martin was head of communications with us before. I think we all try to get as much visibility as possible. We just hope that mass media will consider us more as a grown-up industry. The average player is in his thirties now. He's no longer 15 and alone in his living room. It's a bigger industry than that.