andhen i look at labrokes william hill, the labrokes brand would translate to online well.o what is it doing wrong and what should they do to get me to go on their website? >> i think it is very difficult. labrokes is not worried about william hill. in games, it was not established players who did well. they ended up eating their lunch overnight. about those rather than william hill. thatam hill has a brand people trust. trust in gambling is probably more relevant than trust in videogames. what they need to do is build on that and go beyond that core audience. the core audience is only good for any certain amount of money in any place. you have to expand to the people who gamble on the lottery. how to use networks to drive more engagement. they communicate with each other by facebook. how do you do that with gaming? it is very hard to do that. it is -- it requires a very new mindset to do that. >> the beauty of candy crushes you can play it for free. if you want me to go online and play games, you want me to spend money. >> this is exactly the point. digital distribution al