Ann: Upgraded half-year earnings performance, page-8

Well it should make it easier to advertise effectively if you can market with reference to what somebody is already playing, or with reference to themes and memes of interest.

Yeah - scale should help comparatively, and having a big database of past users etc.

I suspect that some gamers/players are trying to avoid getting involved in more of these addictive games, and clever targeted marketing cuts through some of that resistance. I think it is these "self-managers" who will be lost.

In the end management will know better than we do, but nobody knows - could even be positive for some unexpected or serendipitous reason, or because it kills smaller competitors, or forces more investment to be made in the quality of the games.