This doesn't mean that when the economy improves WoTLK Gold that there won't be a new opportunity for us. While we're waiting, our team measured our investment and determined that we'd like to have fewer, but better properties. You can will see this in our schedule of releases. We concentrated only on one significant World of Warcraft release and one important DJ Hero release. We included more songs than ever before in to increase the quality for consumers. We brought World of Warcraft to the iPhone and it offers an entry point at a lower cost to allow consumers to begin experiencing music through interactive entertainment. We're constantly adapting to changing market conditions and I believe that's the strength of what we do. We've been able to do much better than our competitors.

Activision may have produced more than enough World of Warcraft games last year, Tippl admits.

In hindsight what would you have done to handle your experience with the World of Warcraft franchise differently this year?

The last year we probably poured out excessive content in this market. We likely produced lots of equipment at prices that for a lot of consumers were difficult to achieve. If I could have the same experience this year again and do it again, I'd probably be doing the same thing as we are making this year.

Do you think sales of the genre of rhythm to rise back to levels they had in 2008?

I believe it will be difficult to return to the same level in the near future. In order to do this, we require confidence in the consumer and the economy to improve and return to the same levels. The casual consumer needs to return. We'll need to use the Wii platform to dramatically increase its cheap WOW WoTLK Classic Gold performance. However, we believe that we have the chance to build on this platform moving forward.