Yeah.

And they are very much looking for that epicentre, that belonging, that kind of community connection.

Because it's very different how they consume media to how we did many years ago.

So there's that component.

But also I think in regards to how they're standing out, we talk a lot about how gaming needs to be on the same level as these other entertainment platforms you mentioned.

Yeah.

In regards to gaming being this kind of niche culture, you can't call it niche when nearly half the world's population is a gamer.

So how should advertisers be thinking about the value that that provides? And what does success actually look like in that space, do you think?