5 Quotes by Shane Kim

The positioning of the platform is very different now. We were so paranoid that people knew the Xbox was a hardcore gaming machine in the first generation that we really alienated, or closed off, a lot of our opportunity. If you've seen the brand ads now for 360 it's completely different -- it's much more approachable.

This is the first property that we've ever created that has this comprehensive of an approach from the start.

This is not a normal announcement of a game title, we are launching a major entertainment property.

This is a big entertainment property that we've created. I honestly believe this has the potential to be the next mass-market phenomenon.

A lot of license-holders have existing partnerships. We're not necessarily the number one partner because we're generally focused on the single platform.