It's very important as digital develops to keep the (retail) relationship together. Wal-Mart has a very big DVD business, and anything they do on the digital side they need to do with an eye toward their DVD business, and we need to be there with them .

David Bishop

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We didn't see any benefit to following the script verbatim. We just felt we had more freedom in what we could bring the gaming world if we went outside the set script.

— David Bishop

The benefit has always been that there's brand value or recognition in the title that helps it break through the clutter of the marketplace. The failing in the past is that people haven't always made good games to go along with that brand name.

— David Bishop