 Gaming loves a franchise. Here at E3 2015, we've seen a new Assassin's Creed, a new Fallout, a new Black Ops, and a new Tomb Raider. And that's just getting started. But it was the original blockbuster movie franchise that stood out above them all. Star Wars. The two main titles getting attention were Star Wars Battlefront and Disney Infinity 3.0, which is folding the franchise into its collection of Disney, Marvel, and Pixar characters. There was also Knights of the Fallen Empire, an expansion pack for the MMO, The Old Republic, and a mobile collectible card game called Galaxy of Heroes. Now that's not even counting the secret project that Visceral Games has been working on. It's part of a concerted effort, a marketing multimedia hype wave all designed to crest around The Force Awakens later this year. How long was this kind of wave cresting, right? How long was this in the works? Was this something that was planned to coincide with the films? Is it happenstance? Oh no, no. This is definitely part of our plan. And I'm really excited because our two biggest console beats, gaming beats this year leading up to the film are right here at E3. And we plan for them to come out in advance of the theatrical launch to engage all of our Star Wars fans, both kids and families, and our core gaming fans to engage our fans and generate excitement leading up into the release of the film at the end of this year. From what we've seen, it's working. Fans waited for hours to check out Battlefront. And while it's easy to say, yeah, of course they did because it's Star Wars, that's not necessarily the case. Ten years ago when the prequel trilogy wrapped up, people were burned out. Also, the movies were terrible. What do you think is it about this title, Star Wars Battlefront, in particular, that has had people so amped? Because they are going crazy. In a good way. Yes. Well, Star Wars Battlefront is, of course, a Star Wars game. And I think that has a big part of who doesn't want a great Star Wars game. So from that perspective, we've been really trying to make it Star Wars. So if you look at it, at a glance, it's like the movies. It sounds like movies. It looks like movies. And it actually, to some extent, plays like the movies because the fantasy of the movies is there. I think people could potentially be more worried about, can you create accessibility in a game for Star Wars fans? And that's why here at E3, we're trying to prove that, yes, it's a game where everyone can be a part of it and everyone can enjoy it. And both from a multiplayer perspective, because the game is at its core a multiplayer game, but also with the missions where you can have couch fun and just enjoy this amazing Star Wars universe. It's all heading towards a world where there is a Star Wars game in every possible sub-genre, including VR. And while Lucasfilm is coordinating it all, Burnout still looms, because we've still got a new film trilogy coming. And the standalone anthology movies. And a TV show. And a whole world of comic books and novels. And probably a toilet seat.