That's another great question. They're all good questions today.
Again, the games industry is super competitive. What we've seen in the last number of years especially is the proliferation of digital distribution and a number of digital storefronts. It used to be that you had to go to the store. You had to get the box. That's still an important part of the industry, the physical retail space. Now, developers and publishers can get their games to a wider audience, as I said, at the click of a button. Those are your AAA titles that are full price, but it's also for our smaller creators.
I mentioned those Canadian studios. Some of them have one to five people working in basements, garages or wherever, and they're able to do so. They can also price it accordingly. They can adapt the pricing to how the market will respond to their game.
In addition to that, you have platforms like Game Pass, which Microsoft offers, where you pay a subscription fee and you get access to a whole library of games, like a Netflix type of service. A lot of the members have been smart to reach out not just to the big titles, but also to some of these indie creators to add variety, diversity and perspective to these platforms.
If my members were answering this question, they'd say, listen, it's not always easy to make money in the industry. Again, it's entertainment. It's competitive. Some games hit and some don't, whether they're big or small. Being able to innovate and access these platforms to appeal to that global market makes a huge difference.