"We have many popular game franchises that started off as movies, comics or books. And there are some that were later turned into movies and books and even TV shows. When a title takes off like this, we are looking at much more than just a series of games. What we’re really looking at is a brand. And the developers who create these games want to keep the fans interested in their brand. They want to take those loyal gamers and turn them into lifelong fans. However, this tactic is not as easy as it might seem."