So how you manage that piece, I guess, of, you know, an audience here knows it loves it once you know wants to dive in in numerous deep ways versus an audience that is still discovering it and i guess the strategy behind that from a product and a content perspective

yeah well it's it's it's um when i was referring earlier to that matrix of of age band and gender and the third being territory i mean sonic is a good example where ironically you know born in japan ip but was made always for the western markets um and so We're building the Sonic business across Asia right now, including here in Japan, where I'm pretty excited about the progress we've made in the last two years.

But in other territories too, the Middle East actually, Sonic is growing very nicely for us and in China as well.

But the starting point in terms of consumer awareness and infinity is in a different place than where it is in the West because of the history.

And other things like low penetration rates for console games and so forth.

So introducing Sonic into Asian territories requires a different approach.

And another thing that is a little bit of a headwind is the impact of Hollywood films in this part of the world, in Asia, in Japan, China...

And then something that is as ubiquitous as a partnership at Walmart or Primark in the UK.