That was a new brand, and certainly now that it's established with a very loyal following and given the amount of hype and buzz they created, that is one barometer of what possibly could have been.

I'm very honoured that there is a loyal following and I hope it continues.

Even though the Swans have been there for over 20 years now and really built up a loyal following, AFL on television does not attract the sort of audiences we would like, ... We would just have got killed if we went in any earlier. We are putting it on at 10pm, which is not what I would call late, but we would get hammered if we put it on live.

We expect this will add significant dollars to the PC game market size.

There simply are more options for entertainment these days outside of traditional toys.

There is a whiff of success.