At first we started doing servicing. That servicing helped us gain some expertise in programming and animation. We do 2-D and 3-D animation. We create our own technology. We have our own game engines—that's what they're called—so our technology is adapted to many types of game mobiles.
Games now have to be able to communicate together, whatever the platform is. If you want to play on your mobile device and then come home and start playing on your computer, the points you made while you were on the bus have to accumulate in your game and your computer. Otherwise, you'll use all sorts of mobile devices. It's every screen.... People now want to have access everywhere at any time. Increasingly, it's going to be the same with television, this revolution.
Also, there's the fact there was a period where there were garage companies that could make games. Then there was that trend for triple-A titles and only big companies could make blockbusters, which were quite risky, but now it's back to garage companies for many mobile applications. That's what our marketing efforts have to fight, because we are stuck with the fact that there are hundreds of thousands of apps.
Because of that, how can you stand out, apart from big successes like Angry Birds, which everybody knows about and was very viral from its inception. Some other products are as good as that or even better, but nobody will hear about them. You have to find ways, a lot of them through social media. We now have hired people who have worked with Procter & Gamble, Ubisoft, and other companies like that. They spend their days creating a buzz and trying to get people to become aware of our products. They'll go on Facebook and YouTube; they will make videos and spread the word and stuff, but it's very difficult.
The other thing that's difficult is the free-to-play model. It makes you successful sometimes, but kids are used to free, to not paying on the Internet. They'll try your game, and when it's time to pay, they'll stop. For example, we have a super good title called Nun Attack, which is quite irreverent but very decent. It's a humoristic title. We have seven million downloads, but the money is not there to match those numbers.