By taking more evolutionary steps rather than revolutionary ones, it allows you to take something gamers know and improve on it. And I think that's what a lot of the game industry is about. Gears was able to say OK, we're going to take this, and we're going to evolve it and make it stronger. And I think a lot of games do that.

I think this is one of the strengths of Microsoft, that they have this continuity of message, this idea of having visual identities, making sure that their marketing is consistent. It's something relatively new but they're executing well on it. There are not a lot of games that you can put an icon up and have people immediately recognize what game it is, but we have that with the Crimson Omen.

We had to come up with some creative guidelines where we set out the do's and don'ts of our IP. But ultimately, you have to give control to the creatives in that medium, and let them do what's best for that medium. Is it scary? Sure. But you have to allow them to create in their own space.