>> jon, what stand up to you having covered rovio and other gaming companies? zynga with theo popularity declining, could that happen to candy crush as well? >> absolutely. the biggest mistake that zynga made as it went public was thinking that it had truly revolutionized the gaming business when at the end of the day, especially in towns like los angeles, you are only as big as your last hit. there is a new business model tied to things like gaming and toies heavily on the whales pay for that game and the revenue profitability. is impressive.ng what happens if people decides there is another big hit? risks that at the are highlighted in king's perspective as any company that is going public highlights, they point to electronic arts or or bigger companies like amazon or apple or facebook or they'ver disney decide want to make a bigger push for king customers? >> let's talk about some other games. pet rescue saga, farm hero saga developed have not the same kind of cult that candy crush saga has, will they ever? forhese games have been out quite some time. they h

i know you tried to do that at rovio with angry birds. how easy is it to make a game bigger than just a game? >> it's hard. building a brand is really hard work. theneed to marry creativity, the technical know- how, and the data. if you look at companies like disney who really have built these ancillary revenue streams for their entertainment properties through the pillars of their entertainment business being television and film, i believe what you are starting to see emerge over the next few years is very big opportunity getting built on mobile platforms, games potentially being a key part of the entertainment ip and the ability for companies to really build ancillary businesses whether it be toys or whatever it may be. there are lots of opportunities to build ancillary revenue streams around the ip that emerges from the mobile platform. andrew, formerly ofrovio, thank you very much. we will be back with more on " bloomberg west" in a moment. >> i have breaking news out of the ukraine. the situation there continues to develop. we are no