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Is This Going to Boom?
The pre-store experience is going to be something we're going to see a lot more. I work with Kids app, which is like kind of a tricky business when the kid plays but cannot necessarily install an app. And where we're seeing pioneers of that where there is more of a playable experience before you get to the store. If you've gotten a person into the install, you have to do everything you can to serve them in a bespoke way because you don't know who they are anymore.