When Steven Spielberg announced he was entering the video game business many people assumed his first project would be a cinematic, visual-effects laden epic.
But his first game, made under a multi-project arrangement with Electronic Arts, called Boom Blox, is a family-friendly puzzler for the Nintendo Wii.
"The first assumption is big, epic game... yadda yadda. [It's] not the game," says Louis Castle, who has worked closely with Spielberg to develop the title.
"But it's so not that product that the moment you see it, you know what you are in for.
"Steven has a multi-project deal with us and without giving too much away, there are projects much more in line with people's expectations, but those take a long time to make."
Spielberg got involved with EA because, says Castle, he is a gamer.