November 30, 2025 • 28 mins
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Ready to grow your game world into something bigger without losing what makes it special? We explore how studio leaders expand an IP into film, TV, comics, books, and live experiences while keeping creative integrity, fan trust, and team health front and center. From first principles to advanced governance, this is a practical field guide for builders who want a franchise, not a flash in the pan.
We start by defining the heart of an IP—tone, themes, visual pillars, and canon—and explain how to turn that into an IP Bible that partners actually use. Then we map the real work: choosing the right collaborators, aligning incentives, and learning the production languages of film, television, and publishing. You’ll hear how to set creative guardrails that invite innovation, maintain a unified narrative timeline across all media, and weave marketing into the story so campaigns amplify rather than distort your world.
We dig into the human side of leadership too: empathy under pressure, diplomacy between industries, and resilience when timelines slip. Case studies from The Witcher, Arcane, and The Last of Us show what happens when creators stay close to adaptations and quality sets the pace. We balance data and intuition, detail ethical practices that build trust, and share a roadmap for localization, cross‑training, and sustainable release cadence. The takeaway is a durable framework: clarity of vision, collaborative trust, cultural fluency, creative integrity, and sustainable governance—principles that prepare you for real‑time transmedia, community co‑creation, and AI‑assisted adaptation.
If you care about scaling your universe with purpose, this conversation will help you protect the core, delight new audiences, and lead with conviction. Subscribe, share with a fellow builder, and leave a review telling us which franchise got cross‑media right and what you’re planning next.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
SPEAKER_00 (00:56):
Hey there, Press Starters, and welcome to the
Press Start Leadership Podcast,the podcast about game-changing
leadership, teaching you how toget the most out of your product
and development team and becomethe leader you were meant to be.
Leadership coaching and trainingfor the international game
industry professional.
(01:17):
Now, let me introduce you toyour host, The Man, the Myth,
the Legend, ChristopherMifstude.
SPEAKER_01 (01:25):
Hey there, Press Starters, and welcome back to
another awesome edition of thePress Start Leadership Podcast.
On this week's episode, we'll bediscussing leadership and
cross-media expansion for gamestudios.
How game leaders can grow theirIP into film, TV, and other
media while keeping creativevision intact.
In today's interconnectedentertainment landscape, video
(01:49):
games are no longer confined toconsoles or PCs.
Games are stories, worlds anduniverses that transcend their
original medium.
The most successful franchisesare no longer just games.
They are ecosystems ofstorytelling spanning comics,
novels, animation, film,television, and even live
events.
The phenomenon, known ascross-media expansion, offers
(02:12):
incredible potential.
When done right, it buildsstronger communities, creates
new revenue streams, and deepensplayer engagement.
Yet it also introduces complexleadership challenges.
Leadership in cross-mediaexpansion requires more than
managing production schedules orbudgets.
It demands strategic vision,cross-industry collaboration,
and deep understanding of how totranslate interactive
(02:34):
experiences into linear orhybrid formats.
It requires leaders to balancebusiness goals with creative
authenticity, ensuring that eachmedium adds value without
diluting the original vision.
The transition from game totransmedia storytelling can be
both exciting and intimidating.
Whether your studio isdeveloping a companion comic
series, licensing a TVadaptation, or co-producing a
(02:57):
film, effective leadershipdetermines whether the expansion
succeeds or stumbles.
Why leadership matters incross-media expansion.
At the core of every successfulcross-media project is strong
leadership.
Without it, expansions riskfragmentation, brand confusion,
or inconsistent storytelling.
Leadership in cross-mediaexpansion matters because it
requires guiding multiplecreative teams across different
(03:19):
industries, each with their ownlanguages, processes, and
priorities.
The leader becomes the bridge,connecting game designers,
screenwriters, artists,producers, and marketing
executives around a unifiedvision.
Some of the key leadershipchallenges include maintaining
creative coherence, ensuringthat stories across comics, TV,
and film align with the tone andlore of the original game.
(03:42):
Building effectivecollaboration.
Managing partnerships acrossdifferent production cultures.
Protecting brand integrity,avoiding over-commercialization
that alienates fans.
Adapting communication styles.
Translating game developmentlanguage into the vocabularies
of film, animation, orpublishing.
Strategic decision making,knowing when to expand and when
(04:03):
to focus resources internally.
Leaders who approach cross-mediaexpansion with empathy,
structure, and vision are theones who turn opportunity into
sustainable growth.
Leaders who approach cross-mediaexpansion with empathy,
structure, and vision are theones who turn opportunity into
sustainable growth.
Understanding cross-media vstransmedia.
(04:24):
Before diving into leadershipstrategies, it helps to clarify
the distinction betweencross-media and transmedia, two
terms often used interchangeablybut with distinct meanings.
Cross-media expansion meansextending your intellectual
property into other mediaplatforms.
For example, adapting a videogame into a TV series or a comic
book.
Each medium tells the same or arelated story.
(04:45):
Transmedia storytelling goes astep further and creates
interconnected narratives acrossdifferent platforms, where each
medium adds unique perspectivesto a shared universe.
Both approaches requireleadership that balances
creativity and businessconsiderations.
Cross-media leadership focuseson consistency and adaptation.
Transmedia leadership emphasizescoordination and narrative
(05:07):
expansion.
In either case, a leader mustserve as both creative guardian
and facilitator, ensuring thateach adaptation respects the
core identity of the originalgame while embracing the
strengths of the new medium.
Actual step number one.
Define the core identity of yourIP.
Before any cross-media expansionbegins, the first and most
critical step is defining thecore identity of your
(05:28):
intellectual property.
Leaders must articulate whatmakes the game's world,
characters, and themes unique,and ensure that every adaptation
reflects those elements.
How to define your IP's coreidentity?
Identify core themes.
What emotional or philosophicalideas drive your story?
Is it redemption, freedom,survival, or moral ambiguity?
(05:49):
Clarify tone and genre.
What mood defines your world?
Such as grim realism, whimsicalfantasy, or noir mystery.
Establish visual and narrativepillars.
What visual motifs, narrativearchetypes, and stylistic traits
are non-negotiable?
Document everything, create anIP Bible, and transmedia guide
that codifies these principlesfor external partners.
(06:11):
By establishing this foundation,leaders protect their heart of
the brand while giving creativecollaborators the clarity they
need to adapt the materialfaithfully.
Actual step number two.
Build collaborativepartnerships.
Cross-media expansion cannothappen in isolation.
It relies on partnerships withpublishers, studios, networks,
and production companies thatunderstand the nuances of the
(06:32):
respective industries.
As a leader, your goal is to notcontrol every detail, but to
foster collaboration built onmutual respect.
Practical steps for buildingeffective partnerships.
Vet partners carefully.
Look for teams who understandyour creative vision and share
your values.
Align incentives.
Ensure all partners have clearbenefits tied to the project's
(06:52):
success.
Establish shared goals.
Define success metrics, such ascritical reception, audience
engagement, or brand growthbefore production begins.
Maintain open communication.
Schedule regular cross-teammeetings to align progress.
Strong partnerships are built ontransparency and shared
commitment to quality.
Actionable step number three.
(07:12):
Develop cross-industry literacy.
Leaders in game developmentoften speak a different
professional language than thosein film, television, or
publishing.
To govern effectively, you mustbecome fluent in each medium's
workflow, culture, andpriorities.
How to build cross-industryliteracy.
Study the production timelines,budgets, and decision-making
hierarchies in film and TV.
Learn how narrative pacing andvisual framing differ between
(07:35):
games and comics.
Understand marketing cycles forbooks, streaming, and cinematic
releases.
Attend cross-media conferencesand panels to observe how other
IPs navigate expansion.
This literacy allows you toanticipate challenges,
communicate effectfully, andearn the trust of collaborators.
Actual step number four.
(07:56):
Balance creative freedom andbrand consistency.
One of the greatest leadershiptests in cross-media expansion
is knowing when to enforcecreative boundaries and when to
allow flexibility.
Over-controlling adaptations canstifle creativity, but too much
freedom can fragment the IP'sidentity.
Leaders must set clear creativeparameters that protect the
brand while encouraginginnovation.
(08:17):
How to achieve this balance?
Define guardrails in yourcreative guide.
Key rules that cannot be broken.
Identify areas wherecollaborators have freedom, such
as tone, pacing, or format.
Approve critical creativedecisions early to prevent
costly revisions.
Encourage adaptation rather thanduplication.
Each medium should contributesomething unique.
When leadership strikes theright balance, every new medium
(08:39):
strengthens the franchiseinstead of competing with it.
The emotional intelligence ofcross-media leadership.
Cross-media leadership is notjust a strategic challenge.
It is an emotional one.
Leaders must navigate egos,expectations, and creative
disagreements across industriesthat have very different
cultures.
Key emotional intelligencetraits for cross-media leaders.
(09:02):
Empathy.
Understanding what motivateseach creative partner.
Patience.
Recognizing that adaptationtakes time and trust.
Diplomacy.
Mediating between business goalsand artistic integrity.
Resilience.
Accepting setbacks as part ofthe process.
These emotional skills are whatseparate reactive managers from
visionary leaders.
(09:23):
Actual step number five.
Create a unified narrativetimeline.
When multiple adaptations are indevelopment, such as game
sequels, a comic prequel, and aTV spin-off, continuity becomes
complex.
Without strong governance,timelines can contradict,
confusing fans, and underminingcredibility.
How to maintain narrativecoherence.
(09:43):
Create a master narrativetimeline that includes all
canonical events.
Assign a lore lead or narrativedirector to oversee cross-media
continuity.
Require all external partners toalign scripts or storyboards
with this timeline.
Build flexibility for minorretcons if necessary, but
maintain the integrity of majorevents.
This governance ensuresconsistency and reinforces
(10:05):
audience trust.
Actual step number six.
Integrate marketing andstorytelling.
In cross-media projects,marketing is no longer separate
from storytelling.
It becomes a part of it.
The lines between advertising,narrative, and world building
often blur.
Leaders must integrate marketingefforts into the creative vision
rather than treating them asafterthoughts.
(10:26):
Best practices for integration.
Ensure marketing materialsreinforce rather than distort
narrative themes.
Coordinate release schedulesacross media to maximize
engagement.
Use social platforms to bridgeaudiences between different
media.
Highlight behind-the-scenesstories that celebrate
collaboration across industries.
When leadership aligns marketingwith storytelling, each medium
(10:49):
strengthens the others.
Actual step number seven.
Protect the development team.
When games move into othermedia, internal teams often feel
sidelined or overextended.
They may worry that the gamewill lose focus or that
leadership is prioritizingexternal projects.
As a leader, it's your job toprotect and support your team.
How to maintain morale andfocus.
(11:11):
Communicate transparently aboutcross-media goals and how they
support the studio's mission.
Celebrate the game team'scontributions to the broader
franchise.
Shield developers fromunnecessary external demands.
Ensure additional projects donot compromise production
schedules or well-being.
Leadership means balancingambition with empathy.
Protecting your core teamensures that expansion does not
(11:33):
come at the cost of yourstudio's culture.
Actual step number eight.
Align financial and creativegoals.
Cross-media expansion can bringfinancial rewards, but it also
requires investment and riskmanagement.
Leaders must align creativeambition with fiscal
responsibility.
Practical strategies.
Conduct cost-benefit analysisfor each new medium.
(11:54):
Ensure contractual agreementsprotect your IP's long-term
value.
Balance short-term licensingrevenue with long-term brand
equity.
Involve financial officers earlyin the creative decision
process.
Sound leadership ensures thatfinancial decisions serve
creative integrity, not theother way around.
The cross-media leadershipmindset.
Leading a cross-media expansionrequires a unique mindset, one
(12:17):
that combines the precision ofproduction management with the
fluidity of creative direction.
It is about seeing the bigpicture while nurturing the
small details.
Leaders who excel in this spaceshare a few core traits.
Visionary thinking.
They see how the universe canevolve across formats.
Collaborative humility.
They value expertise from otherindustries.
Adaptability.
(12:38):
They can shift from technicaldiscussions to creative debates
with ease.
Cultural fluency.
They understand how audiencesengage differently across media.
These leaders treat cross-mediaexpansion not as a product
pipeline, but as a livingecosystem.
Advanced actual step numbernine.
Establish long-term cross-mediagovernance.
As your game expands intomultiple media, leadership must
(13:01):
evolve from reactive decisionmaking to proactive governance.
Governance ensures that everycreative and business decision
aligns with your long-termvision rather than short-term
hype or external pressure.
A governance framework providesstructure without stifling
creativity.
It is your studio system formanaging consistency, approval
pipelines, and cross-partneraccountability.
(13:21):
How to build a strong governancemodel.
Create a transmedia leadershipcouncil.
Include representatives fromeach major department,
narrative, production,marketing, and business affairs.
This team reviews key decisionsand ensures that each adaptation
aligns with the brand's goals.
Set approval checkpoints.
Define creative and productionmilestones where leadership
(13:42):
reviews scripts, storyboards, orpilots before moving forward.
Maintain a living IP Bible.
This should evolve with eachrelease, reflecting canon
updates, new characters, andlore developments.
Document learning and feedback.
Capture insights from eachproject so the next adaptation
benefits from prior experience.
Governance protects againstcreative drift while maintaining
(14:04):
agility.
It also builds investor andpartner confidence showing that
your studio manages its IP withlong-term discipline.
Advanced actionable step number10.
Foster internal cross-trainingand knowledge exchange.
When your game studio becomes atransmedia company, silos
between departments can hindersuccess.
Game developers may notunderstand the workflow of a
comic book artist, and a TVwriter may misinterpret what
(14:26):
drives engagement in gameplay.
Leadership can bridge these gapsthrough intentional knowledge
exchange.
How to promote cross-training.
Host internal media literacyworkshops.
Invite filmmakers, comicartists, or screenwriters to
speak about their processes.
Encourage job shadowing.
Let narrative designers sit inon script writing sessions or
storyboard reviews.
(14:46):
Create a shared vocabularydocument.
Define key terms acrossindustries to prevent
miscommunication.
Rotate creative stafftemporarily between teams.
A short-term exchange cangenerate empathy and fresh
insight.
Cross-training builds empathy,collaboration, and creative
fluency.
It also develops versatile teamswho can operate confidently in
(15:06):
future cross-media projects.
Advanced actionable step number11.
Build a long-term franchiseroadmap.
Successful cross-media expansionis rarely spontaneous.
Follows a deliberate roadmapthat anticipates growth while
leaving space for organicevolution.
Leaders who plan years ahead canbalance fan expectation,
business cycles, and creativeopportunity.
(15:27):
How to create a franchiseroadmap.
Define short, mid, and long-termgoals.
For example, short term.
A limited comic series exploringa side character.
Midterm.
A streaming mini-seriesadaptation.
Long term.
A film or novel that expands theuniverse canonically.
Map out production overlaps.
Identify how releases acrossmedia reinforce each other
(15:47):
without oversaturatingaudiences.
Set realistic cadence.
Too many releases at once canexhaust both fans and teams.
Review annually.
Update your roadmap to reflectshifting market trends and
internal capacity.
Your roadmap becomes a livingstrategic document, a compass
that keeps expansion alignedwith both creative and
commercial goals.
Advance actual step number 12.
(16:09):
Prepare for culturallocalization and global growth.
Cross media projects often reachaudiences beyond the original
game's community.
Each region interpretsstorytelling, arch types, and
tone differently.
A noir-themed story thatresonates in Western markets
might require subtle shifts foraudiences in Asia or the Middle
East.
Leaders must anticipate andrespect cultural differences
without diluting authenticity.
(16:31):
How to approach culturallocalization.
Hire local consultants andcultural sensitivity readers.
They can identify potentialmissteps early in production.
Tailor marketing campaigns toregional norms.
Messaging that feels empoweringto one country might feel
aggressive in another.
Adapt donor race.
Localize language, symbols, ormetaphors while preserving
narrative integrity.
(16:51):
Empower regional creativepartners.
Co-production with local studioscan enhance authenticity and
engagement.
Cultural leadership requirescultural intelligence.
It is not about universalizingyour IP.
It is about understanding whereand how your story resonates
across cultures.
Advance actual step number 13.
Manage fan expectations withtransparency.
(17:12):
Your audience is not passive.
Fans who have investedemotionally in your game will
carry strong expectations forany adaptation.
Mishandling these expectationscan fracture trust or cause
backlash.
Transparent communication buildsloyalty and patience.
How to manage fan relationships.
Communicate early and honestly.
Share your reasoning forcreative changes or adaptation
(17:32):
choices.
Celebrate fan contributions.
Showcase fan art, theories, andfeedback.
Acknowledge missteps.
Something misses the mark, ownit and explain what you learned.
Offer behind the scenesinsights.
Transparency humanizesproduction challenges and builds
empathy.
Leadership that respects itsaudience cultivates long-term
loyalty.
Fans will forgive creative risksif they trust your intent.
(17:55):
Advance actual step number 14.
Use data without letting itdictate creativity.
Modern transmedia franchiseshave access to unprecedented
audience analytics.
From social media sentiment toviewership metrics.
Leaders must learn to interpretthis data without becoming
enslaved to it.
Numbers reveal trends, but theycannot replace creative
intuition.
How to balance data andcreativity.
(18:17):
Look for patterns and notprescriptions.
Data shows what work, notnecessarily what should come
next.
Use analytics to supportintuition.
Validate creative decisionsrather than dictate them.
Beware of echo chambers.
Online sentiments often reflecta vocal minority, not the entire
audience.
Empower data translators.
(18:41):
The best leaders integrateanalytics with artistry,
ensuring that the human elementremains at the heart of the
storytelling.
Create ethical guidelines forcross-media expansion.
As your game becomes a broaderentertainment brand, ethical
leadership becomes increasinglyvisible.
How your studio handlesrepresentation, inclusivity,
(19:02):
monetization, and sustainabilityimpacts not only reputation, but
also trust.
Ethical missteps in one mediumcan taint the entire IP.
Building an ethical framework.
Prioritize inclusiverepresentation.
Ensure that expansions featurediverse voices, both on and off
screen.
Respect creative labor.
Fair pay, crediting, andresiduals build goodwill and
(19:24):
sustainability.
Avoid exploitative monetization.
Resist unnecessary merchandiseor spin-offs that cheapen the
brand.
Promote environmentalresponsibility.
Especially in physical media.
Seek sustainable printing,packaging, and distribution.
Ethical leadership is not amarketing stance.
It is a cultural commitment.
It demonstrates integrity thataudiences and partners respect.
(19:45):
Learning from success.
Case studies and cross-medialeadership.
The most instructive examples ofleadership in cross-media
expansion come from franchisesthat have sustained relevance
across decades.
Their success stems not justfrom strong creative teams, but
from visionary leadership thattreated each medium as part of a
cohesive ecosystem.
The Witcher franchise.
(20:06):
Originally a Polish novelseries, The Witcher became an
international phenomenon throughits video game adaptations
followed by a Netflix series.
CD Project Red's leadershipdemonstrated how a studio can
respectfully reinterpret sourcematerial while elevating it
through interactivity.
When the series returned totelevision, it carried the
combined narrative weight ofboth the books and the games.
(20:26):
The studio's commitment toauthenticity and collaboration
between writers, designers, andshowrunners ensure consistency
across formats.
The leadership takeaway.
Respect the origins, but do notbe afraid to redefine them.
Each adaptation should feel likea conversation between mediums,
not a competition.
Riot Games and Arcane.
Riot Games Arcane seriesrepresents a modern model of
(20:47):
integrated leadership.
Rather than outsourcing theadaptation, Riot co-developed
the show with ForticheProduction, maintaining close
creative oversight.
Leadership insisted on narrativeand visual quality equal to or
greater than the game itself.
The result was a criticallyacclaimed series that deepened
emotional advancement in theLeague of Legends universe and
attracted audiences far beyondgamers.
(21:08):
Leadership Takeaway.
Ownership matters.
Maintaining direct involvementensures that transmedia
expansion serves the IP'sidentity, not external market
trends.
Naughty Dog and The Last of Us.
When The Last of Us transitionedto HBO, co-creator Neil
Druckmann remained deeplyinvolved in production alongside
showrunners Craig Mason.
This collaboration preserved thegame's emotional depth while
(21:29):
expanding the reach through newstorytelling possibilities.
The adaptation proved thatauthenticity and fidelity can
coexist with reinvention.
Leadership Takeaway Involve theoriginal creators.
Their presence anchorsadaptations in authenticity and
reassures fans that the creativevision remains intact.
These examples show that greatcross-media leadership is not
about replicating success.
(21:50):
It's about nurturing trust,vision, and continuity across
every new form of storytelling.
The leadership spectrum.
Creative versus operationalbalance.
One of the most difficultbalancing acts for leaders in
cross-media expansion ismanaging the dual pressures of
creativity and operations.
Too much focus on logistics cansmother inspiration.
Too much focus on art can derailbudgets or timelines.
(22:12):
Leaders who succeed incross-media ecosystems
understand that they must embodyboth the visionary and the
executor.
Creative leadership qualities.
Champion narrative integrity andartistic quality.
Inspire teams through vision andpurpose.
Encourage experimentation andcalculated risk taking.
Operational leadershipqualities.
(22:33):
Manage budgets, schedules, andpartnerships efficiently.
Mitigate risk through clearcontracts and governance.
Prioritize deliverables withoutcompromising morale.
The most effective leadersintegrate both skill sets.
They are storytellers who thinkstrategically and strategists
who value creative authenticity.
Sustaining leadership energyover time.
(22:53):
Cross-media leadership is not asprint, it's a marathon.
Projects across multiple mediacan span years, demanding
consistent vision and emotionalstamina.
Leaders who do not cultivatesustainable habits risk burnout,
inconsistency, and disconnectionfrom their teams.
Practical ways to sustainleadership energy.
Delegate strategically.
Trust lieutenants to manageoperational details while you
(23:14):
focus on vision.
Establish personal boundaries.
Creative leadership often blursin the personal identity.
Learn or separate them.
Revisit your why.
Regularly remind yourself whythis universe matters to you and
to your audience.
Prioritize reflection.
Build time into your schedulefor analysis and recalibration.
Sustainable leadership ensuresnot only the health of your
(23:36):
projects, but the health of yourstudio culture.
The culture and human dimensionof cross-media expansion.
Beyond production and profit,cross-media expansion reshapes
how your studio interacts withthe world.
You are no longer just releasinggames, you are curating culture.
Every adaptation, castingchoice, or partnership reflects
your studio's values.
(23:57):
Leaders must recognize that theyare now stewards of cultural
conversation.
Games adapted into other mediainfluence how audiences perceive
heroism, morality, identity, anddiversity.
Leadership in this space carriessocial responsibility.
Cultural leadership principles.
Elevate underrepresented voicesin new media adaptations.
Challenge stereotypes withinyour IP rather than perpetuate
(24:19):
them.
Engage with fan communitiesrespectfully, not
transactionally.
Treat adaptation as anopportunity for cultural
dialogue.
In a global media landscape,your leadership defines not just
how your stories are told, butwhat they stand for.
The future of cross-medialeadership in the video game
industry.
As technology advances, the linebetween interactive and linear
(24:41):
storytelling will continue toblur.
Emerging formats such as virtualproduction, AI-driven narrative
generation, and real-timeaudience engagement will demand
even more adaptive leadership.
Future leaders will need tonavigate hybrid spaces where
games, shows, and liveexperiences merge into
continuous storytellingecosystems.
These leaders must understandcreative technology, not just as
(25:02):
a tool, but as a narrativemedium in their own right.
Key trends shaping the nextgeneration of leadership.
Real-time transmediaexperiences.
Game worlds that evolvedynamically alongside film or
streaming content.
Community co-creation.
Audiences contributing the canonthrough participatory
storytelling platforms.
AI assisted adaptation.
(25:23):
Machine learning tools helpingconvert stories or story arcs
across formats efficiently.
Sustainability as storytellingethos.
Environmental awareness embeddeddirectly into world building and
production design.
Preparing for this futurerequires flexible leadership,
leaders who are curious,ethical, and willing to learn as
quickly as the industry adapts.
(25:44):
Bring it all together.
The core leadership principlesof cross-media expansion.
To summarize, successfulleadership in cross-media
expansion rests on five enduringprinciples.
Clarity of vision.
Define and communicate theessence of your IP relentlessly.
Collaborative trust.
Build partnerships rooted inrespect, transparency, and
shared purpose.
(26:06):
Cultural fluency.
Understand how your storyresonates globally and
ethically.
Creative integrity.
Guard the heart of yournarrative while embracing
innovation.
Sustainable governance.
Build systems that protect bothyour team and your vision for
the long term.
Each project, whether a comicseries, film adaptation, or
streaming spin-off, tests theseprinciples.
(26:27):
Success depends on howconsistently and compassionately
you apply them.
Final thoughts.
Leading the story beyond thescreen.
Cross Media Expansion is notjust a business strategy.
It's an active leadershipvision.
It asks you to guide your world,your team, and your audience
through uncharted creativeterritory.
As a leader, you are not merelymanaging products.
(26:50):
You are shaping legacies.
You are ensuring that yourstudio stories live beyond the
game, connecting the audience innew and meaningful ways.
The heart of leadership incross-media expansion lies in
balance between art andcommerce, control and
collaboration, passion andpatience.
The leaders who will thrive inthis new era are those who
(27:12):
understand that each adaptationis not an endpoint but a
dialogue, one that invites newvoices, new perspectives, and
new generations of this worldyou created.
When your leadership is rootedin empathy, integrity, and
vision, your stories will notjust cross media, they will
transcend them.
All right, and that's thisweek's episode of the Press
(27:33):
Start Leadership Podcast.
Thanks for listening, and asalways, thanks for being
awesome.
Hey there, Press Starters, and welcome to the
Press Start Leadership Podcast,the podcast about game-changing
leadership, teaching you how toget the most out of your product
and development team and becomethe leader you were meant to be.
Leadership coaching and trainingfor the international game
industry professional.
(01:17):
Now, let me introduce you toyour host, The Man, the Myth,
the Legend, ChristopherMifstude.
SPEAKER_01 (01:25):
Hey there, Press Starters, and welcome back to
another awesome edition of thePress Start Leadership Podcast.
On this week's episode, we'll bediscussing leadership and
cross-media expansion for gamestudios.
How game leaders can grow theirIP into film, TV, and other
media while keeping creativevision intact.
In today's interconnectedentertainment landscape, video
(01:49):
games are no longer confined toconsoles or PCs.
Games are stories, worlds anduniverses that transcend their
original medium.
The most successful franchisesare no longer just games.
They are ecosystems ofstorytelling spanning comics,
novels, animation, film,television, and even live
events.
The phenomenon, known ascross-media expansion, offers
(02:12):
incredible potential.
When done right, it buildsstronger communities, creates
new revenue streams, and deepensplayer engagement.
Yet it also introduces complexleadership challenges.
Leadership in cross-mediaexpansion requires more than
managing production schedules orbudgets.
It demands strategic vision,cross-industry collaboration,
and deep understanding of how totranslate interactive
(02:34):
experiences into linear orhybrid formats.
It requires leaders to balancebusiness goals with creative
authenticity, ensuring that eachmedium adds value without
diluting the original vision.
The transition from game totransmedia storytelling can be
both exciting and intimidating.
Whether your studio isdeveloping a companion comic
series, licensing a TVadaptation, or co-producing a
(02:57):
film, effective leadershipdetermines whether the expansion
succeeds or stumbles.
Why leadership matters incross-media expansion.
At the core of every successfulcross-media project is strong
leadership.
Without it, expansions riskfragmentation, brand confusion,
or inconsistent storytelling.
Leadership in cross-mediaexpansion matters because it
requires guiding multiplecreative teams across different
(03:19):
industries, each with their ownlanguages, processes, and
priorities.
The leader becomes the bridge,connecting game designers,
screenwriters, artists,producers, and marketing
executives around a unifiedvision.
Some of the key leadershipchallenges include maintaining
creative coherence, ensuringthat stories across comics, TV,
and film align with the tone andlore of the original game.
(03:42):
Building effectivecollaboration.
Managing partnerships acrossdifferent production cultures.
Protecting brand integrity,avoiding over-commercialization
that alienates fans.
Adapting communication styles.
Translating game developmentlanguage into the vocabularies
of film, animation, orpublishing.
Strategic decision making,knowing when to expand and when
(04:03):
to focus resources internally.
Leaders who approach cross-mediaexpansion with empathy,
structure, and vision are theones who turn opportunity into
sustainable growth.
Leaders who approach cross-mediaexpansion with empathy,
structure, and vision are theones who turn opportunity into
sustainable growth.
Understanding cross-media vstransmedia.
(04:24):
Before diving into leadershipstrategies, it helps to clarify
the distinction betweencross-media and transmedia, two
terms often used interchangeablybut with distinct meanings.
Cross-media expansion meansextending your intellectual
property into other mediaplatforms.
For example, adapting a videogame into a TV series or a comic
book.
Each medium tells the same or arelated story.
(04:45):
Transmedia storytelling goes astep further and creates
interconnected narratives acrossdifferent platforms, where each
medium adds unique perspectivesto a shared universe.
Both approaches requireleadership that balances
creativity and businessconsiderations.
Cross-media leadership focuseson consistency and adaptation.
Transmedia leadership emphasizescoordination and narrative
(05:07):
expansion.
In either case, a leader mustserve as both creative guardian
and facilitator, ensuring thateach adaptation respects the
core identity of the originalgame while embracing the
strengths of the new medium.
Actual step number one.
Define the core identity of yourIP.
Before any cross-media expansionbegins, the first and most
critical step is defining thecore identity of your
(05:28):
intellectual property.
Leaders must articulate whatmakes the game's world,
characters, and themes unique,and ensure that every adaptation
reflects those elements.
How to define your IP's coreidentity?
Identify core themes.
What emotional or philosophicalideas drive your story?
Is it redemption, freedom,survival, or moral ambiguity?
(05:49):
Clarify tone and genre.
What mood defines your world?
Such as grim realism, whimsicalfantasy, or noir mystery.
Establish visual and narrativepillars.
What visual motifs, narrativearchetypes, and stylistic traits
are non-negotiable?
Document everything, create anIP Bible, and transmedia guide
that codifies these principlesfor external partners.
(06:11):
By establishing this foundation,leaders protect their heart of
the brand while giving creativecollaborators the clarity they
need to adapt the materialfaithfully.
Actual step number two.
Build collaborativepartnerships.
Cross-media expansion cannothappen in isolation.
It relies on partnerships withpublishers, studios, networks,
and production companies thatunderstand the nuances of the
(06:32):
respective industries.
As a leader, your goal is to notcontrol every detail, but to
foster collaboration built onmutual respect.
Practical steps for buildingeffective partnerships.
Vet partners carefully.
Look for teams who understandyour creative vision and share
your values.
Align incentives.
Ensure all partners have clearbenefits tied to the project's
(06:52):
success.
Establish shared goals.
Define success metrics, such ascritical reception, audience
engagement, or brand growthbefore production begins.
Maintain open communication.
Schedule regular cross-teammeetings to align progress.
Strong partnerships are built ontransparency and shared
commitment to quality.
Actionable step number three.
(07:12):
Develop cross-industry literacy.
Leaders in game developmentoften speak a different
professional language than thosein film, television, or
publishing.
To govern effectively, you mustbecome fluent in each medium's
workflow, culture, andpriorities.
How to build cross-industryliteracy.
Study the production timelines,budgets, and decision-making
hierarchies in film and TV.
Learn how narrative pacing andvisual framing differ between
(07:35):
games and comics.
Understand marketing cycles forbooks, streaming, and cinematic
releases.
Attend cross-media conferencesand panels to observe how other
IPs navigate expansion.
This literacy allows you toanticipate challenges,
communicate effectfully, andearn the trust of collaborators.
Actual step number four.
(07:56):
Balance creative freedom andbrand consistency.
One of the greatest leadershiptests in cross-media expansion
is knowing when to enforcecreative boundaries and when to
allow flexibility.
Over-controlling adaptations canstifle creativity, but too much
freedom can fragment the IP'sidentity.
Leaders must set clear creativeparameters that protect the
brand while encouraginginnovation.
(08:17):
How to achieve this balance?
Define guardrails in yourcreative guide.
Key rules that cannot be broken.
Identify areas wherecollaborators have freedom, such
as tone, pacing, or format.
Approve critical creativedecisions early to prevent
costly revisions.
Encourage adaptation rather thanduplication.
Each medium should contributesomething unique.
When leadership strikes theright balance, every new medium
(08:39):
strengthens the franchiseinstead of competing with it.
The emotional intelligence ofcross-media leadership.
Cross-media leadership is notjust a strategic challenge.
It is an emotional one.
Leaders must navigate egos,expectations, and creative
disagreements across industriesthat have very different
cultures.
Key emotional intelligencetraits for cross-media leaders.
(09:02):
Empathy.
Understanding what motivateseach creative partner.
Patience.
Recognizing that adaptationtakes time and trust.
Diplomacy.
Mediating between business goalsand artistic integrity.
Resilience.
Accepting setbacks as part ofthe process.
These emotional skills are whatseparate reactive managers from
visionary leaders.
(09:23):
Actual step number five.
Create a unified narrativetimeline.
When multiple adaptations are indevelopment, such as game
sequels, a comic prequel, and aTV spin-off, continuity becomes
complex.
Without strong governance,timelines can contradict,
confusing fans, and underminingcredibility.
How to maintain narrativecoherence.
(09:43):
Create a master narrativetimeline that includes all
canonical events.
Assign a lore lead or narrativedirector to oversee cross-media
continuity.
Require all external partners toalign scripts or storyboards
with this timeline.
Build flexibility for minorretcons if necessary, but
maintain the integrity of majorevents.
This governance ensuresconsistency and reinforces
(10:05):
audience trust.
Actual step number six.
Integrate marketing andstorytelling.
In cross-media projects,marketing is no longer separate
from storytelling.
It becomes a part of it.
The lines between advertising,narrative, and world building
often blur.
Leaders must integrate marketingefforts into the creative vision
rather than treating them asafterthoughts.
(10:26):
Best practices for integration.
Ensure marketing materialsreinforce rather than distort
narrative themes.
Coordinate release schedulesacross media to maximize
engagement.
Use social platforms to bridgeaudiences between different
media.
Highlight behind-the-scenesstories that celebrate
collaboration across industries.
When leadership aligns marketingwith storytelling, each medium
(10:49):
strengthens the others.
Actual step number seven.
Protect the development team.
When games move into othermedia, internal teams often feel
sidelined or overextended.
They may worry that the gamewill lose focus or that
leadership is prioritizingexternal projects.
As a leader, it's your job toprotect and support your team.
How to maintain morale andfocus.
(11:11):
Communicate transparently aboutcross-media goals and how they
support the studio's mission.
Celebrate the game team'scontributions to the broader
franchise.
Shield developers fromunnecessary external demands.
Ensure additional projects donot compromise production
schedules or well-being.
Leadership means balancingambition with empathy.
Protecting your core teamensures that expansion does not
(11:33):
come at the cost of yourstudio's culture.
Actual step number eight.
Align financial and creativegoals.
Cross-media expansion can bringfinancial rewards, but it also
requires investment and riskmanagement.
Leaders must align creativeambition with fiscal
responsibility.
Practical strategies.
Conduct cost-benefit analysisfor each new medium.
(11:54):
Ensure contractual agreementsprotect your IP's long-term
value.
Balance short-term licensingrevenue with long-term brand
equity.
Involve financial officers earlyin the creative decision
process.
Sound leadership ensures thatfinancial decisions serve
creative integrity, not theother way around.
The cross-media leadershipmindset.
Leading a cross-media expansionrequires a unique mindset, one
(12:17):
that combines the precision ofproduction management with the
fluidity of creative direction.
It is about seeing the bigpicture while nurturing the
small details.
Leaders who excel in this spaceshare a few core traits.
Visionary thinking.
They see how the universe canevolve across formats.
Collaborative humility.
They value expertise from otherindustries.
Adaptability.
(12:38):
They can shift from technicaldiscussions to creative debates
with ease.
Cultural fluency.
They understand how audiencesengage differently across media.
These leaders treat cross-mediaexpansion not as a product
pipeline, but as a livingecosystem.
Advanced actual step numbernine.
Establish long-term cross-mediagovernance.
As your game expands intomultiple media, leadership must
(13:01):
evolve from reactive decisionmaking to proactive governance.
Governance ensures that everycreative and business decision
aligns with your long-termvision rather than short-term
hype or external pressure.
A governance framework providesstructure without stifling
creativity.
It is your studio system formanaging consistency, approval
pipelines, and cross-partneraccountability.
(13:21):
How to build a strong governancemodel.
Create a transmedia leadershipcouncil.
Include representatives fromeach major department,
narrative, production,marketing, and business affairs.
This team reviews key decisionsand ensures that each adaptation
aligns with the brand's goals.
Set approval checkpoints.
Define creative and productionmilestones where leadership
(13:42):
reviews scripts, storyboards, orpilots before moving forward.
Maintain a living IP Bible.
This should evolve with eachrelease, reflecting canon
updates, new characters, andlore developments.
Document learning and feedback.
Capture insights from eachproject so the next adaptation
benefits from prior experience.
Governance protects againstcreative drift while maintaining
(14:04):
agility.
It also builds investor andpartner confidence showing that
your studio manages its IP withlong-term discipline.
Advanced actionable step number10.
Foster internal cross-trainingand knowledge exchange.
When your game studio becomes atransmedia company, silos
between departments can hindersuccess.
Game developers may notunderstand the workflow of a
comic book artist, and a TVwriter may misinterpret what
(14:26):
drives engagement in gameplay.
Leadership can bridge these gapsthrough intentional knowledge
exchange.
How to promote cross-training.
Host internal media literacyworkshops.
Invite filmmakers, comicartists, or screenwriters to
speak about their processes.
Encourage job shadowing.
Let narrative designers sit inon script writing sessions or
storyboard reviews.
(14:46):
Create a shared vocabularydocument.
Define key terms acrossindustries to prevent
miscommunication.
Rotate creative stafftemporarily between teams.
A short-term exchange cangenerate empathy and fresh
insight.
Cross-training builds empathy,collaboration, and creative
fluency.
It also develops versatile teamswho can operate confidently in
(15:06):
future cross-media projects.
Advanced actionable step number11.
Build a long-term franchiseroadmap.
Successful cross-media expansionis rarely spontaneous.
Follows a deliberate roadmapthat anticipates growth while
leaving space for organicevolution.
Leaders who plan years ahead canbalance fan expectation,
business cycles, and creativeopportunity.
(15:27):
How to create a franchiseroadmap.
Define short, mid, and long-termgoals.
For example, short term.
A limited comic series exploringa side character.
Midterm.
A streaming mini-seriesadaptation.
Long term.
A film or novel that expands theuniverse canonically.
Map out production overlaps.
Identify how releases acrossmedia reinforce each other
(15:47):
without oversaturatingaudiences.
Set realistic cadence.
Too many releases at once canexhaust both fans and teams.
Review annually.
Update your roadmap to reflectshifting market trends and
internal capacity.
Your roadmap becomes a livingstrategic document, a compass
that keeps expansion alignedwith both creative and
commercial goals.
Advance actual step number 12.
(16:09):
Prepare for culturallocalization and global growth.
Cross media projects often reachaudiences beyond the original
game's community.
Each region interpretsstorytelling, arch types, and
tone differently.
A noir-themed story thatresonates in Western markets
might require subtle shifts foraudiences in Asia or the Middle
East.
Leaders must anticipate andrespect cultural differences
without diluting authenticity.
(16:31):
How to approach culturallocalization.
Hire local consultants andcultural sensitivity readers.
They can identify potentialmissteps early in production.
Tailor marketing campaigns toregional norms.
Messaging that feels empoweringto one country might feel
aggressive in another.
Adapt donor race.
Localize language, symbols, ormetaphors while preserving
narrative integrity.
(16:51):
Empower regional creativepartners.
Co-production with local studioscan enhance authenticity and
engagement.
Cultural leadership requirescultural intelligence.
It is not about universalizingyour IP.
It is about understanding whereand how your story resonates
across cultures.
Advance actual step number 13.
Manage fan expectations withtransparency.
(17:12):
Your audience is not passive.
Fans who have investedemotionally in your game will
carry strong expectations forany adaptation.
Mishandling these expectationscan fracture trust or cause
backlash.
Transparent communication buildsloyalty and patience.
How to manage fan relationships.
Communicate early and honestly.
Share your reasoning forcreative changes or adaptation
(17:32):
choices.
Celebrate fan contributions.
Showcase fan art, theories, andfeedback.
Acknowledge missteps.
Something misses the mark, ownit and explain what you learned.
Offer behind the scenesinsights.
Transparency humanizesproduction challenges and builds
empathy.
Leadership that respects itsaudience cultivates long-term
loyalty.
Fans will forgive creative risksif they trust your intent.
(17:55):
Advance actual step number 14.
Use data without letting itdictate creativity.
Modern transmedia franchiseshave access to unprecedented
audience analytics.
From social media sentiment toviewership metrics.
Leaders must learn to interpretthis data without becoming
enslaved to it.
Numbers reveal trends, but theycannot replace creative
intuition.
How to balance data andcreativity.
(18:17):
Look for patterns and notprescriptions.
Data shows what work, notnecessarily what should come
next.
Use analytics to supportintuition.
Validate creative decisionsrather than dictate them.
Beware of echo chambers.
Online sentiments often reflecta vocal minority, not the entire
audience.
Empower data translators.
(18:41):
The best leaders integrateanalytics with artistry,
ensuring that the human elementremains at the heart of the
storytelling.
Create ethical guidelines forcross-media expansion.
As your game becomes a broaderentertainment brand, ethical
leadership becomes increasinglyvisible.
How your studio handlesrepresentation, inclusivity,
(19:02):
monetization, and sustainabilityimpacts not only reputation, but
also trust.
Ethical missteps in one mediumcan taint the entire IP.
Building an ethical framework.
Prioritize inclusiverepresentation.
Ensure that expansions featurediverse voices, both on and off
screen.
Respect creative labor.
Fair pay, crediting, andresiduals build goodwill and
(19:24):
sustainability.
Avoid exploitative monetization.
Resist unnecessary merchandiseor spin-offs that cheapen the
brand.
Promote environmentalresponsibility.
Especially in physical media.
Seek sustainable printing,packaging, and distribution.
Ethical leadership is not amarketing stance.
It is a cultural commitment.
It demonstrates integrity thataudiences and partners respect.
(19:45):
Learning from success.
Case studies and cross-medialeadership.
The most instructive examples ofleadership in cross-media
expansion come from franchisesthat have sustained relevance
across decades.
Their success stems not justfrom strong creative teams, but
from visionary leadership thattreated each medium as part of a
cohesive ecosystem.
The Witcher franchise.
(20:06):
Originally a Polish novelseries, The Witcher became an
international phenomenon throughits video game adaptations
followed by a Netflix series.
CD Project Red's leadershipdemonstrated how a studio can
respectfully reinterpret sourcematerial while elevating it
through interactivity.
When the series returned totelevision, it carried the
combined narrative weight ofboth the books and the games.
(20:26):
The studio's commitment toauthenticity and collaboration
between writers, designers, andshowrunners ensure consistency
across formats.
The leadership takeaway.
Respect the origins, but do notbe afraid to redefine them.
Each adaptation should feel likea conversation between mediums,
not a competition.
Riot Games and Arcane.
Riot Games Arcane seriesrepresents a modern model of
(20:47):
integrated leadership.
Rather than outsourcing theadaptation, Riot co-developed
the show with ForticheProduction, maintaining close
creative oversight.
Leadership insisted on narrativeand visual quality equal to or
greater than the game itself.
The result was a criticallyacclaimed series that deepened
emotional advancement in theLeague of Legends universe and
attracted audiences far beyondgamers.
(21:08):
Leadership Takeaway.
Ownership matters.
Maintaining direct involvementensures that transmedia
expansion serves the IP'sidentity, not external market
trends.
Naughty Dog and The Last of Us.
When The Last of Us transitionedto HBO, co-creator Neil
Druckmann remained deeplyinvolved in production alongside
showrunners Craig Mason.
This collaboration preserved thegame's emotional depth while
(21:29):
expanding the reach through newstorytelling possibilities.
The adaptation proved thatauthenticity and fidelity can
coexist with reinvention.
Leadership Takeaway Involve theoriginal creators.
Their presence anchorsadaptations in authenticity and
reassures fans that the creativevision remains intact.
These examples show that greatcross-media leadership is not
about replicating success.
(21:50):
It's about nurturing trust,vision, and continuity across
every new form of storytelling.
The leadership spectrum.
Creative versus operationalbalance.
One of the most difficultbalancing acts for leaders in
cross-media expansion ismanaging the dual pressures of
creativity and operations.
Too much focus on logistics cansmother inspiration.
Too much focus on art can derailbudgets or timelines.
(22:12):
Leaders who succeed incross-media ecosystems
understand that they must embodyboth the visionary and the
executor.
Creative leadership qualities.
Champion narrative integrity andartistic quality.
Inspire teams through vision andpurpose.
Encourage experimentation andcalculated risk taking.
Operational leadershipqualities.
(22:33):
Manage budgets, schedules, andpartnerships efficiently.
Mitigate risk through clearcontracts and governance.
Prioritize deliverables withoutcompromising morale.
The most effective leadersintegrate both skill sets.
They are storytellers who thinkstrategically and strategists
who value creative authenticity.
Sustaining leadership energyover time.
(22:53):
Cross-media leadership is not asprint, it's a marathon.
Projects across multiple mediacan span years, demanding
consistent vision and emotionalstamina.
Leaders who do not cultivatesustainable habits risk burnout,
inconsistency, and disconnectionfrom their teams.
Practical ways to sustainleadership energy.
Delegate strategically.
Trust lieutenants to manageoperational details while you
(23:14):
focus on vision.
Establish personal boundaries.
Creative leadership often blursin the personal identity.
Learn or separate them.
Revisit your why.
Regularly remind yourself whythis universe matters to you and
to your audience.
Prioritize reflection.
Build time into your schedulefor analysis and recalibration.
Sustainable leadership ensuresnot only the health of your
(23:36):
projects, but the health of yourstudio culture.
The culture and human dimensionof cross-media expansion.
Beyond production and profit,cross-media expansion reshapes
how your studio interacts withthe world.
You are no longer just releasinggames, you are curating culture.
Every adaptation, castingchoice, or partnership reflects
your studio's values.
(23:57):
Leaders must recognize that theyare now stewards of cultural
conversation.
Games adapted into other mediainfluence how audiences perceive
heroism, morality, identity, anddiversity.
Leadership in this space carriessocial responsibility.
Cultural leadership principles.
Elevate underrepresented voicesin new media adaptations.
Challenge stereotypes withinyour IP rather than perpetuate
(24:19):
them.
Engage with fan communitiesrespectfully, not
transactionally.
Treat adaptation as anopportunity for cultural
dialogue.
In a global media landscape,your leadership defines not just
how your stories are told, butwhat they stand for.
The future of cross-medialeadership in the video game
industry.
As technology advances, the linebetween interactive and linear
(24:41):
storytelling will continue toblur.
Emerging formats such as virtualproduction, AI-driven narrative
generation, and real-timeaudience engagement will demand
even more adaptive leadership.
Future leaders will need tonavigate hybrid spaces where
games, shows, and liveexperiences merge into
continuous storytellingecosystems.
These leaders must understandcreative technology, not just as
(25:02):
a tool, but as a narrativemedium in their own right.
Key trends shaping the nextgeneration of leadership.
Real-time transmediaexperiences.
Game worlds that evolvedynamically alongside film or
streaming content.
Community co-creation.
Audiences contributing the canonthrough participatory
storytelling platforms.
AI assisted adaptation.
(25:23):
Machine learning tools helpingconvert stories or story arcs
across formats efficiently.
Sustainability as storytellingethos.
Environmental awareness embeddeddirectly into world building and
production design.
Preparing for this futurerequires flexible leadership,
leaders who are curious,ethical, and willing to learn as
quickly as the industry adapts.
(25:44):
Bring it all together.
The core leadership principlesof cross-media expansion.
To summarize, successfulleadership in cross-media
expansion rests on five enduringprinciples.
Clarity of vision.
Define and communicate theessence of your IP relentlessly.
Collaborative trust.
Build partnerships rooted inrespect, transparency, and
shared purpose.
(26:06):
Cultural fluency.
Understand how your storyresonates globally and
ethically.
Creative integrity.
Guard the heart of yournarrative while embracing
innovation.
Sustainable governance.
Build systems that protect bothyour team and your vision for
the long term.
Each project, whether a comicseries, film adaptation, or
streaming spin-off, tests theseprinciples.
(26:27):
Success depends on howconsistently and compassionately
you apply them.
Final thoughts.
Leading the story beyond thescreen.
Cross Media Expansion is notjust a business strategy.
It's an active leadershipvision.
It asks you to guide your world,your team, and your audience
through uncharted creativeterritory.
As a leader, you are not merelymanaging products.
(26:50):
You are shaping legacies.
You are ensuring that yourstudio stories live beyond the
game, connecting the audience innew and meaningful ways.
The heart of leadership incross-media expansion lies in
balance between art andcommerce, control and
collaboration, passion andpatience.
The leaders who will thrive inthis new era are those who
(27:12):
understand that each adaptationis not an endpoint but a
dialogue, one that invites newvoices, new perspectives, and
new generations of this worldyou created.
When your leadership is rootedin empathy, integrity, and
vision, your stories will notjust cross media, they will
transcend them.
All right, and that's thisweek's episode of the Press
(27:33):
Start Leadership Podcast.
Thanks for listening, and asalways, thanks for being
awesome.
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