Let anyone use the game in their videos, and repost the cool ones

David BarnardHow have you all leaned into that aspect of things? I believe I read that you've made it very clear that folks can use your IP in video and you're not going to come after them and things like that, but are there any other ways you've leaned into that virality?

Mathias Gredal NørvigSo we've always had a strategy of producing content that could be used for UGC. So every user generated asset is also amplified if we think it's cool. So not only do we allow them to do it, we also share it afterwards if they do something cool. The team is also very autonomous. So we've had a very proactive team for many years that have managed to make several viral ways where we could see that the audience really is picking up. But I think in my 12 years running this studio, I came the year after launch. I've said no to the marketing team twice. And they produce what? 5, 10 assets a day. So there has been very few instances where I said maybe this is too much.

Jacob EitingThere's often very little downside to it, right? If something's bad, it often just doesn't go anywhere and nobody sees it anyway, right?

Jacob EitingYeah, it's tricky to get in a world where people are allowed to take risks, but you also need some safeguards but you don't want the extreme of that, which is everything has to be by consensus. Because then you just get really bland.

Mathias Gredal NørvigAnd that's also why I think even if you ask them, Celia and Adam, I think they would say, we don't often say no either. So it's not a vibe of approvals. It's much more let's brainstorm and then we see for example, Hyphen from a K-pop band post a video where he does the facial expressions to the sounds in the game. We've seen several constant creators do that. And again, people think, well, how much did you pay? And it's simply just that they think that this is a cool content piece to make.

Jacob EitingThese brands really become self-sustaining at some point. You think about Nintendo, or Mario, or something like that, they don't have to pay somebody to do viral things with the Mario IP, right? It really does become sort of self-sustaining. And I guess, something you mentioned earlier, you're not pinching people so hard. You almost have to have this very efficient content creation engine if you want to not have to pinch people to make the game …