Sure, the imagination is a big deal, but that's sort of the case for any business. You want to build creative products and you want to innovate and do different things.
The thing that holds us back is the same thing that holds every industry back, and that is that we need investment, we need talent, and we need everything to grow our businesses.
The thing that actually makes video games unique, as I was saying earlier, is the obvious creative aspect—when you see art and sound and voice actors and everybody doing things that you can see on the screen, more so than what a movie or music or any of the other arts, which most people would commonly associate with entertainment, would have—and video games have a very heavy tech component for what you need to do. You're either going to grow that stuff in-house and take advantage of programs like IRAP, or SR and ED, or something, to do that with your own technology, or you license and build that stuff outside. There is no one size that fits all for whatever you do.
One thing that probably hasn't been noted here is that games are changing a great deal. Games are moving from the larger-scale console games, such as Assassin's Creed or whatever, which Victor was talking about earlier.
And by the way, Mr. Armstrong, I meant to note earlier that I was at the Golden Joystick Awards, which are in the U.K., a couple of weeks ago. It's an awards thing. Canadian games are still well represented. Assassin's Creed was nominated, and SSX out of Vancouver, etc. It's not like it's a regional awards show. It just happened to be that way.
Anyway, that's beside the point. Pardon me. Where was I? Oh, yes, I was talking about technology.
To really try to get there quickly, the point is that the technology—the one-size licence—doesn't move, especially now that we're moving into mobile and social—