Telltale's Dan Connors

That's a good question. I believe the console gamers are generally not familiar with our stuff - there's a lot more education to do there. Because we haven't had the same flexibility in pricing models and things like that, on WiiWare we've been selling single episodes. That exercise of getting users to come back every month and repurchase, without having them buy into the full-price subscription, has been a challenge for us.

But I think the great thing for us is that we are talking to new customers, we are exposing them to Telltale Games, and our own internal engine - the way we do things - is getting calibrated to a console experience. That's very positive for us as we continue to go out and reach new audiences.

I think the type of games that we make have always been very PC-centric - so we're not only introducing a business model proposition to people - the way they play the game in episodic - but also a genre that is basically old-but-new on those platforms as well.

But it's good - it's pushing us, we're evolving in the genre, and we've always wanted to get to a storytelling engine that was console-friendly and engaging, and would pull people through. It's exciting, especially seeing Uncharted 2 and Heavy Rain have so much success.

Oh it's definitely a trend - I think it'll keep growing and we'll get better at it, because there's so much headroom there. There's been so much investment in first-person technology, and third-person action technology, that any investment is just an incremental increase in what's been done before - so everything's really starting to feel the same.

They need to put new stories around the mechanics anyway, so that's where there's so much headroom, because nobody's focused on it. There's not a tonne of AI work anywhere that's talking about how a character should respond to a situation based on a certain user experience.

The sky's the limit in terms of where it can go from a story-telling standpoint, and as far as the industry started to nichify there, with 18-34 males making games for 18-34 males, even the people that make games are getting older than 34 - so it is going to reach out to the wider audience.

To me there's no reason why an interactive experience shouldn't be as popular as a non-interactive experience for entertainment right now. Why are so many people watching Lost, but not playing the Lost game? They should be able to deliver on the same things, and games aren't there yet - but they should be able to get there.

From a community standpoint, it's a community we're talking to on a regular basis, and it's a place where we control the messaging and presentation - so in order to do something like episodic games, you can't jump in with a partner that's going to own the communication, because they're not going to do what you need them to do.

In the formative years of the company, and what episodic is, building out a channel to support our decisions on messaging and presentation was critical - and now it's robust. We have a community, we know what they want, we know what works, we know what language they like to speak and we know what interests them.

There's a great back-and-forth there - and that's one of the beauties of being a digital company. There's a whole feedback aspect that you don't get from retail - when you jump in and start swimming, you start to realise that's where it's at, and maybe the website continues to grow and get bigger, and we'll certainly support other products that make sense (like Monkey Island, because our audience enjoys it).

We have a strong channel for that type of audience, but we also want to evolve the way that people continue to get our products - we want to have our messaging tailored for multiple touch points, and own as much of it as we can, so that the minute a customer is introduced to Telltale, they're walking a path to a purchase. The website right now serves that function, and that will likely evolve.