We use data to our best advantage to let it inform certain decisions, but first and foremost we use our own innovation and creativity as gamers and game designers to just. We're not like Zynga where we're A/B testing, multi-variant testing every little thing and allowing data to determine how we design our games. So both hires are simply just about getting bigger and better as a company and a game publisher. Who likes this game? What kind of micro-cohorts and segments of the population are really resonating with the game? What's not resonating with these users? And, you know, we're finding some non-obvious things about our user-base that helps us inform different game design decisions and how to reach more types of those people. They dig in and they find really non-obvious things, they try to identify non-obvious trends within our user-base. I mean we collect volumes and volumes of data everyday and we really hadn't sifted through that before bringing Neil on board and hiring his team of analysts. So Neil has a team of analysts and media buyers, they go super deep into the data. Neil comes from a very analytical background, part on the performance media buying side, and then of course on the more just hardcore analytical side. Some of the less analytical approaches around PR, strategically positioning brand, connecting with users on an emotional level. So Brandon has more experience around building brand and product marketing and things like that. So both Neil and Brandon are here to help us reach more users, but from different standpoints. We want to do the same thing that we've done with Backyard Monsters, Battle Pirates and War Commander but do more of those on a bigger scale, higher level in quality and reach, and reach more users. So in hiring Neil and Brandon it's really about scaling the business to much bigger things. 2011 was kind of about scaling Backyard Monsters and releasing a couple of titles, and we've created a very successful business around those games and we're happy with the quality of it and keeping with the vision.
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