The Emergence of New Platforms and New Creators

Gaming has emerged as a source of really powerful IP in the last couple of years. Is that an indicator that we're going to see a lot of a lot of gaming brands start to kind of move outside of gaming into other territories? On unquestionably, unquestionably. You know, game, partly it's to do with the experience of gaming and the immersion of playing a game of being in that world. And also the inherently sort of social aspect to it in terms of gamers are, I think, unusually engaged with each other,.