Yes. It's artists, animators, writers, designers, and usually the executive producers. The senior leadership team of the particular project does the brainstorming.
We'll do some prototyping. We will figure out which features we think we can accomplish and set out points of innovation that we want for the game. Once we do what we call a vertical slice, which essentially is taking a vertical of the gameplay—it's a proof of concept, for all intents and purposes—and the tools are ready to start taking content into the game engine, then we move into production. Production will typically take 12 to 18 months, depending on the size of the game.