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We are witnessing a very slow and painful cultural shift. Some male gamers with a deep sense of entitlement are terrified of change. They believe games should continue to cater exclusively to young heterosexual men with ever more extreme virtual power fantasies.

We are working to understand the tastes of people born in the 1980s and 1990s - it is very different from my generation. We do our own research. Marketing research companies, I think, are relatively academic.

We are working with the communities in building institutional relationships with local governments and businesses to create ways to get value from the Amazonian area in order to keep the forest as the forest. This makes sense for us from the perspective of climate change and of poverty.