0:00:00.079,0:00:01.539
OK. Hello, everyone.

0:00:02.572,0:00:04.030
It's a pleasure being here.

0:00:04.192,0:00:07.657
It was a really well-designed[br]presentation, so to say.

0:00:07.682,0:00:12.175
I hope ours will not look badly,[br]compared to that.

0:00:12.200,0:00:16.660
It will be hard to measure up[br]to a person that specializes in design.

0:00:19.084,0:00:21.632
OK, so hopefully everything works, yes?

0:00:21.657,0:00:24.123
We were just trying out[br]some remote-control software,

0:00:24.148,0:00:26.153
that's why I'm holding this device.

0:00:26.781,0:00:30.669
We would like to tell you a little bit[br]about the Black Sheep strategy.

0:00:31.851,0:00:33.857
We'll try to keep it very simple,

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and we'll try to come up[br]with some practical cases,

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to make it all a bit interesting.

0:00:38.469,0:00:43.619
And, of course, the black sheep[br]is really black here, actually.

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(Laughter)

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Yeah, it's so black[br]that you can hardly see it.

0:00:49.795,0:00:52.502
I hope that Zynga --

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That's a black sheep[br]that I found on the Internet.

0:00:54.925,0:00:57.308
It's from Farmville.[br]I hope they will not sue us.

0:00:57.333,0:00:58.965
I didn't ask them for permission.

0:00:59.286,0:01:00.835
There was not enough time for it.

0:01:00.860,0:01:03.830
So actually, with Michał,[br]we started following this strategy

0:01:03.855,0:01:05.917
unconsciously,[br]when we were in high school.

0:01:05.942,0:01:07.995
So, it was the Black Sheep strategy.

0:01:08.426,0:01:11.462
It didn't reflect well[br]on our grades, you know?

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We were the black sheep of the class.

0:01:13.576,0:01:17.120
It was the two of us,[br]and we were apart from the herd.

0:01:17.466,0:01:20.348
So, let's... (Laughter)

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Michał Kiciński:[br]What actually resulted was that I,

0:01:23.200,0:01:25.537
for example, didn't finish high school.

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Marcin Iwiński: You did, in another way.[br]M.K.: In a sense, yes.

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(Laughter)

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M.I.: I did, but I had to[br]change the class.

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So, it's not easy,[br]what we're going to tell you about.

0:01:36.020,0:01:38.329
So that's a flaw,[br]because you see it's very nice,

0:01:38.354,0:01:41.550
it's warm, it's cuddly, you feel safe.

0:01:42.885,0:01:45.940
Actually, we changed[br]the Farmville black sheep,

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as they have only black sheep, into white.

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So right now,[br]you'll see the black sheep...

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(Laughter)

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You just see the eyes of it.

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You just see the eyes[br]of this little sheep.

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But it means it's really not[br]a very cool place to be in,

0:02:01.564,0:02:02.703
at least on the slide.

0:02:03.282,0:02:04.986
So, how do we see that?

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we really see that there are two[br]main problems with the herd.

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Let's start with the first one.

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Following the herd is easy,[br]it's very easy for everyone.

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And what we really see,

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as we are in business,[br]we are entrepreneurs,

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it's all about delivering value.

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With the herd, people just follow.

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So whenever there is a certain solution,[br]they just follow, because...

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They feel safe,[br]and that's the second thing.

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M.K.: You can see that everywhere[br]on the market.

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For example, Marcin has an iPad here,

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and right now everyone is doing[br]pads on the market, right?

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And it was very difficult[br]for the first company,

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in this case Apple,

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quite often being the black sheep,[br]in our opinion,

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to invent this device.

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But now, every hardware manufacturer[br]is doing some kind of pad.

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So it's pretty easy to follow[br]the one who set the trend.

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M.I.: Yeah, that's really funny,[br]because, I mean,

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in our 15 years in business,[br]we talked to a lot of experts,

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a lot of analysts,

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a lot of, so to say, knowledgeable people.

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But they just follow the trend.

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So, in our opinion, they follow the herd.

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When something is set in stone,[br]there is a standard,

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industry standards,[br]a certain way of [doing] certain things,

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the most convenient way[br]is just to follow.

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Because it's easy, and you feel safe.

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If you work in a big company,[br]if you don't cross the line,

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you'll most probably not be fired,[br]you'll be safe.

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Until the company[br]runs into some big trouble,

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and then there's massive firing,[br]but that's another story.

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M.K.: It's visible in very big companies,[br]where people are afraid to take decisions.

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If they go the way[br]everyone else is going, they are safe.

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Nobody can accuse them

0:04:01.644,0:04:03.869
that they're doing something[br]the wrong way,

0:04:03.894,0:04:06.694
because they are doing it[br]the way everybody else is doing it.

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M.I.: So if you look at the herd,[br]it's a really nice place to be in.

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It's warm and safe.

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(Laughter)

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And, you know, we wanted[br]to ask you this question:

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"Do you dare to be different?"

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We think that first of all,[br]it's a way of life,

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and there is a big reward.

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I mean, whatever you do,[br]it can be business,

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it can be just, you know, things in life.

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M.K.: Being in high school. M.I.: Yeah.

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In high school, it's kind of cool,[br]people like you.

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(Laughter)

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Because you don't really care.

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But actually, you do,[br]because you have to change the school,

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but it gets all complicated, so...

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So, as we are entrepreneurs, in business,

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there is a big reward.

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Because if you don't take the risk,

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if you don't try to come up with something[br]that really delivers the value --

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And what is important to stress here is,

0:05:00.909,0:05:03.634
you have to try to be different[br]for a reason.

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We are not talking[br]about rebels without a cause.

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The high school example[br]taught us a lesson, you know.

0:05:09.680,0:05:12.149
"We're just rebels and, um..." Yeah.

0:05:12.526,0:05:14.172
We were penalized for it.

0:05:14.197,0:05:16.050
It didn't really make [so much] sense.

0:05:16.075,0:05:17.674
But in business, it does.

0:05:17.699,0:05:19.894
It does if you have a cool idea.

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You have to go against the herd, you guys.

0:05:21.932,0:05:26.871
You have to go against certain trends[br]which are set in stone,

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and it's really hard[br]to break through them.

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M.K.: So, it's important.

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It's not "to be different[br]for the sake of being different,"

0:05:33.980,0:05:35.205
just like that.

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M.I.: So let's move to the next slide.

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And that's actually a practical example.

0:05:40.973,0:05:43.111
"Black Sheep makes a computer game."

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So on the left[br]we have the flock, or the herd.

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On the right,[br]we have the very black sheep.

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And that's the example[br]of the first game we've developed,

0:05:56.751,0:05:58.151
"The Witcher."

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So at the time[br]when we started the process,

0:06:04.576,0:06:06.951
the main trend[br]was the gaming consoles, so...

0:06:07.419,0:06:09.803
Everybody who was talking to us[br]was saying,

0:06:09.828,0:06:14.279
"Hey, you have to make a console game,[br]or it will not make money.

0:06:14.304,0:06:17.568
You will go bust with the company."

0:06:17.696,0:06:19.217
Then, the second trend was:

0:06:19.242,0:06:22.340
"If you don't want to make a console game[br]you have to make an MMO."

0:06:22.365,0:06:25.141
A Massive Multiplayer Online game,[br]like World of Warcraft.

0:06:25.166,0:06:26.414
At a certain point in time,

0:06:27.060,0:06:30.434
almost everybody in the world[br]was doing World of Warcraft clones.

0:06:30.708,0:06:35.815
That's a very "flockish" approach,[br]I would say.

0:06:35.840,0:06:38.665
And there is no reward at the end.

0:06:38.969,0:06:41.133
A lot of these guys really went bust,

0:06:41.158,0:06:44.466
and that was happening during the crisis,

0:06:44.491,0:06:45.844
and a little bit afterwards.

0:06:46.315,0:06:49.811
M.K.: So when we started[br]the development of The Witcher,

0:06:49.836,0:06:54.139
somebody [calculated][br]that there were 200 projects,

0:06:54.164,0:06:56.866
MMO projects, started in the world.

0:06:56.891,0:06:59.038
So everyone was doing MMOs,

0:06:59.063,0:07:01.616
because analysts, consultants,

0:07:01.641,0:07:04.171
everyone was advising[br]that that's the future of gaming.

0:07:04.196,0:07:07.276
M.I.: I remember the reports[br]we were getting from big publishers,

0:07:07.301,0:07:08.862
and the reports were saying, like,

0:07:09.091,0:07:11.450
"Make a console MMO,[br]that would be the best.

0:07:11.841,0:07:13.966
It would really kick ass,[br]and you would rule."

0:07:14.187,0:07:16.458
"And make sure[br]that it appeals to everyone,

0:07:16.483,0:07:18.587
so then you have[br]all the market in the world,

0:07:18.612,0:07:20.325
and you will make a lot of money."

0:07:20.350,0:07:21.941
So what we did...

0:07:22.365,0:07:23.973
We did a PC game.

0:07:23.998,0:07:25.309
A dying platform.

0:07:25.574,0:07:28.067
So PC computers versus consoles, I mean,

0:07:28.092,0:07:29.715
the retail having its problems.

0:07:30.124,0:07:32.778
We do not have time to elaborate,[br]but yeah, it was tough.

0:07:32.803,0:07:37.777
It was almost like that sentence.

0:07:37.802,0:07:39.242
And then, we did single-player,

0:07:39.267,0:07:40.847
because we wanted to tell a story,

0:07:40.848,0:07:43.514
the story of an iconic hero,

0:07:43.535,0:07:45.327
Geralt, the monster slayer.

0:07:45.543,0:07:48.339
And then, we designed it[br]for a specific audience,

0:07:48.364,0:07:49.540
a mature audience.

0:07:49.565,0:07:51.924
So, the whole story

0:07:51.949,0:07:55.940
was written in a way[br]that a mature audience would enjoy,

0:07:55.965,0:07:59.299
and would find it witty,[br]would find it intelligent.

0:07:59.598,0:08:02.272
I don't want to say that other games[br]are not intelligent,

0:08:02.297,0:08:04.442
but if you're making a game[br]designed for all,

0:08:04.467,0:08:07.490
which is getting an R rating[br]or 12 rating in the US,

0:08:07.515,0:08:10.513
I mean, it has to be pretty flat[br]in many places,

0:08:10.538,0:08:13.508
or you'll not get this rating,[br]so it won't appeal to this group.

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M.K.: And one of the hardest parts[br]of making this game

0:08:16.389,0:08:18.272
was not actually making the game itself,

0:08:18.297,0:08:20.989
it was to sell this game to a publisher.

0:08:21.014,0:08:23.280
Because we were approaching[br]different companies,

0:08:23.305,0:08:24.880
and they were asking us questions.

0:08:24.905,0:08:28.671
It was a standard set,[br]from all the publishers.

0:08:28.912,0:08:30.613
"What about the multiplayer mode?"

0:08:30.638,0:08:33.179
And we were like,[br]"We are telling the story, you know.

0:08:33.205,0:08:35.097
It doesn't fit in this kind of game.

0:08:35.123,0:08:37.410
So, we decided to make it single-player."

0:08:37.436,0:08:40.731
And people looked at us like,[br]are we crazy or something?

0:08:40.885,0:08:44.318
And the other question was,[br]"Do you plan it for consoles?"

0:08:44.343,0:08:46.646
"No, we would like to focus on the PC."

0:08:46.671,0:08:49.119
And then, it was end of story, basically.

0:08:49.144,0:08:52.418
M.I.: We were coming with a story[br]based on Andrzej Sapkowski's books.

0:08:52.443,0:08:53.722
It's defined.

0:08:53.894,0:08:55.801
It makes sense, it's a believable world,

0:08:55.826,0:08:57.907
millions of people[br]read the book, and so on.

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We didn't come up with it.

0:08:59.654,0:09:01.261
And they were asking us:

0:09:01.448,0:09:03.613
"Could the main protagonist be a female?

0:09:03.638,0:09:05.633
Maybe a dwarf? How about that?" (Laughter)

0:09:05.658,0:09:09.001
And we said, "Yeah, maybe we could[br]tweak it a little bit,

0:09:09.026,0:09:11.220
so let's talk another time."

0:09:11.488,0:09:14.609
But really, people come up[br]with these kinds of ideas,

0:09:14.634,0:09:19.196
because it comes out[br]of a certain market service.

0:09:19.621,0:09:22.867
M.K.: This female character[br]is kind of a company story,

0:09:22.892,0:09:26.359
it's told from person to person,

0:09:26.384,0:09:28.564
because that was what actually happened.

0:09:28.589,0:09:31.205
One of the representatives[br]came from the second meeting,

0:09:31.230,0:09:34.030
and told us[br]that they had done the research,

0:09:34.324,0:09:37.142
and gamers would love[br]to play a female character.

0:09:37.284,0:09:40.382
And could we change the witcher Geralt[br]from Sapkowski's books

0:09:40.407,0:09:41.564
into an elvish woman?

0:09:41.925,0:09:45.282
Because that was something that gamers[br]supposedly expected. (Laughter)

0:09:45.307,0:09:47.532
M.I.: We are already running 10 minutes,

0:09:47.557,0:09:50.165
and we are halfway there,[br]so let's end here.

0:09:50.370,0:09:51.741
So what's the result?

0:09:51.766,0:09:53.337
Just very briefly.

0:09:53.362,0:09:55.211
So the flock was saying:

0:09:55.236,0:09:57.857
"Working in a dying genre,[br]on a dying platform."

0:09:57.882,0:09:59.992
That's pretty much the verdict.

0:10:00.179,0:10:02.235
And we sold 1.5 million units worldwide,

0:10:02.260,0:10:04.016
and received over 100 awards.

0:10:04.041,0:10:05.645
Why? Because...

0:10:05.670,0:10:08.670
(Applause)

0:10:12.753,0:10:16.557
Simply because the game was different,[br]it was appealing to a certain audience,

0:10:17.094,0:10:18.703
We delivered what we wanted to,

0:10:18.728,0:10:22.226
and not some mass-market "blah-blah" pulp,

0:10:22.251,0:10:23.976
which we really hate, by the way.

0:10:24.001,0:10:26.278
Oh and by the way, the game was good, too.

0:10:26.303,0:10:28.121
That's kind of important.

0:10:28.146,0:10:29.786
M.K.: That's important too, yeah.

0:10:30.358,0:10:35.026
So the next example is:[br]"Black Sheep does digital distribution."

0:10:35.051,0:10:36.852
So, direct delivery of games.

0:10:36.995,0:10:39.274
We are gamers,[br]we're running a gaming company.

0:10:39.464,0:10:43.352
And again, you have the flock,

0:10:43.775,0:10:47.646
and you have the very black sheep,[br]on the right.

0:10:47.671,0:10:51.590
And what was the flock doing and saying?

0:10:51.615,0:10:53.512
So, "only new games."

0:10:53.537,0:10:55.202
Digital distribution is, basically,

0:10:55.227,0:10:58.088
the concept of downloading the game[br]directly to your computer,

0:10:58.113,0:10:59.953
and playing it, in one way or another,

0:10:59.978,0:11:04.451
without the necessity of going to a store[br]and buying the game.

0:11:04.576,0:11:07.185
So basically, Video on Demand,[br]but in the gaming world.

0:11:07.609,0:11:09.088
So, only new games.

0:11:09.400,0:11:12.378
High price points,[br]because new games are expensive,

0:11:12.403,0:11:14.041
so that's the best market.

0:11:14.260,0:11:15.596
If it's a high price point,

0:11:15.621,0:11:17.611
and you have a certain share[br]of the revenue,

0:11:17.612,0:11:19.387
you'll obviously get higher revenue.

0:11:19.512,0:11:21.112
The region restriction.

0:11:21.137,0:11:25.051
The platforms were usually originated[br]in western Europe and the US,

0:11:25.076,0:11:28.268
and quite often you were not able,[br]being a Polish customer,

0:11:28.385,0:11:30.276
Thai customer, Russian customer,

0:11:30.526,0:11:33.644
whatever that was, really,[br]outside the US and Western Europe,

0:11:33.669,0:11:37.408
you weren't able to buy the games because[br]there wasn't a license for the region.

0:11:37.433,0:11:41.125
M.K.: It works pretty similar[br]to what we know from iTunes.

0:11:41.150,0:11:42.719
You cannot buy many things.

0:11:42.744,0:11:44.047
M.I.: Or it doesn't work.

0:11:44.072,0:11:47.166
M.K.: Yeah, you cannot buy many things[br]which US customers can buy.

0:11:47.191,0:11:49.060
M.I.: And different region pricing.

0:11:49.085,0:11:51.715
So, in the US, the game was 50 dollars,

0:11:51.740,0:11:54.189
in Europe it was 50 euros. Kind of unfair.

0:11:54.214,0:11:56.241
Of course,[br]depending on the period of time.

0:11:56.372,0:11:59.244
And the last thing,[br]which is very important, DRM protection.

0:11:59.346,0:12:01.248
So you'd download a game,

0:12:01.273,0:12:03.985
and it's protected,[br]you have to be online to play it,

0:12:04.010,0:12:05.455
even though it's single-player.

0:12:05.480,0:12:08.134
It just makes your life[br]really difficult and cumbersome.

0:12:08.159,0:12:10.884
If you're traveling with a laptop,[br]you cannot play the game.

0:12:10.985,0:12:13.085
And what did we come up with?

0:12:13.976,0:12:15.188
PC classics.

0:12:15.213,0:12:16.404
Why? A few reasons.

0:12:16.429,0:12:18.277
Because we found it a perfect niche,

0:12:18.302,0:12:20.894
we had experience in it[br]in our Eastern-European markets,

0:12:20.919,0:12:23.338
in our retail, brick-and-mortar activity.

0:12:23.810,0:12:27.212
And also, the big battle of the big guys[br]was happening in the new games.

0:12:27.237,0:12:31.213
So why enter there and you know,[br]fight with the big guys.

0:12:31.238,0:12:33.034
Then, we introduced lower price points.

0:12:33.059,0:12:35.940
So 5 to 10 dollars, pretty much.

0:12:36.384,0:12:40.147
No restrictions, and one price for all.

0:12:40.172,0:12:41.554
"All different customers,"

0:12:41.579,0:12:43.467
I lost that in this presentation.

0:12:45.302,0:12:47.288
So, no regional restrictions.

0:12:47.313,0:12:51.036
Actually, I was very proud[br]that we had some customers from Cambodia.

0:12:51.523,0:12:54.737
We are still looking[br]for some customers from Somalia.

0:12:54.762,0:12:57.377
I think, you know, in a few years[br]we'll get one or two.

0:12:59.186,0:13:00.993
And 100% DRM-free.

0:13:01.018,0:13:03.391
So you download it,[br]and have a feeling of ownership.

0:13:03.416,0:13:06.099
Although it's a license,[br]it's a real feeling of ownership.

0:13:06.124,0:13:07.844
You own the game, you can back it up,

0:13:07.869,0:13:10.235
you can install in on your notebook.

0:13:10.260,0:13:11.751
M.K.: This is quite important,

0:13:11.776,0:13:16.118
because most companies are afraid[br]to give the file to the end customer,

0:13:16.143,0:13:19.534
because they imagine that the customer[br]will start copying it endlessly,

0:13:19.559,0:13:22.292
and broadcasting it on the Internet.

0:13:22.317,0:13:26.140
M.I.: "The customer will steal it."[br](Laughter)

0:13:26.165,0:13:29.821
And they can go at any time[br]to the torrent sites,

0:13:30.010,0:13:33.369
and download any of the new games[br]totally for free.

0:13:33.478,0:13:36.830
And quite often,[br]because these pirated games are cracked,

0:13:36.855,0:13:40.099
so they have no protection,[br]the functionality for the user is better.

0:13:40.124,0:13:42.224
So this is a really sick concept.

0:13:43.816,0:13:45.636
And what is the result?

0:13:48.368,0:13:51.226
M.K.: So GOG, because that's our platform,

0:13:51.251,0:13:52.650
started two years ago.

0:13:53.027,0:13:56.875
So that's actually the youngest[br]digital distribution platform

0:13:57.000,0:13:59.680
of the top digital distribution platforms[br]right now,

0:13:59.705,0:14:00.984
working in the world.

0:14:01.174,0:14:05.611
We showed here the 5 biggest[br]digital distribution platforms.

0:14:05.878,0:14:07.962
The first one, the biggest,[br]is Steampowered.

0:14:07.987,0:14:11.031
They were the first on the market,[br]and they are the leader.

0:14:11.190,0:14:12.724
M.I.: That's the pioneer premium.

0:14:12.749,0:14:15.987
So if you are different, and a pioneer,[br]you'll really rock the world.

0:14:16.394,0:14:19.087
M.K.: And the other ones[br]are the followers.

0:14:19.112,0:14:21.980
And our GOG is the blue one.

0:14:22.005,0:14:24.791
Just recently, a few weeks ago,

0:14:25.715,0:14:28.245
we came to the position[br]of number one, as you can see.

0:14:28.689,0:14:30.463
And what is important --

0:14:30.488,0:14:33.431
For example,[br]the one that we overcome here,

0:14:33.456,0:14:36.581
the yellow one, it's Direct2Drive.

0:14:36.698,0:14:38.483
That's the platform which is connected

0:14:38.508,0:14:44.200
with one of the biggest gaming magazines,[br]websites, in the world.

0:14:44.225,0:14:46.174
So they have very big leverage

0:14:46.199,0:14:49.177
from the fact that they are connected[br]with the online magazine.

0:14:49.202,0:14:51.961
M.I.: [It says] "15 minutes" there,[br]it sounds kind of scary.

0:14:51.986,0:14:53.867
We still have 25 slides more to go, so...

0:14:53.892,0:14:54.944
(Laughter)

0:14:54.969,0:14:56.204
Give us a moment.

0:14:56.583,0:14:57.997
Black Sheep makes PR.

0:14:58.022,0:15:02.049
And that's about the platform,[br]about what we did recently.

0:15:02.074,0:15:08.478
So, a lot of people we were talking to[br]about signing deals for our platform

0:15:08.503,0:15:10.324
were asking about our marketing spend.

0:15:10.349,0:15:12.550
And we'd say,[br]"We don't spend on marketing."

0:15:12.695,0:15:14.937
And they were like, "Hm, kind of strange.

0:15:14.962,0:15:17.897
Because everybody spends on marketing,[br]and it really works."

0:15:17.922,0:15:19.677
But we have a different approach.

0:15:19.702,0:15:22.963
We really think that PR builds more value.

0:15:22.988,0:15:25.035
This is the way we've handled The Witcher,

0:15:25.060,0:15:27.042
and the same way we approached GOG.

0:15:27.521,0:15:28.606
So, what we did...

0:15:28.974,0:15:30.839
We planned a big relaunch,

0:15:30.864,0:15:32.354
getting out of beta,

0:15:32.379,0:15:36.114
because the site ran in beta[br]for two years.

0:15:36.875,0:15:39.885
We planned to announce the new version,[br]come up with new features.

0:15:39.910,0:15:42.470
We signed really exceptional content,[br]great RPG games,

0:15:42.495,0:15:46.718
and wanted to use this opportunity[br]to boost the traffic

0:15:46.743,0:15:48.665
and get more customers going.

0:15:48.965,0:15:52.127
So what we did was,[br]we decided to shut the site down.

0:15:52.370,0:15:55.541
I mean, some of you are probably dealing[br]with Internet business.

0:15:55.566,0:15:57.718
If there is no site, it's kind of scary,

0:15:57.743,0:16:00.649
because that's your only connection[br]to the end customer.

0:16:01.647,0:16:05.272
We shut it down, we posted[br]a really lame-looking screen,

0:16:05.498,0:16:09.009
saying that, you know,[br]there were too many challenges,

0:16:09.034,0:16:12.237
and a certain era had ended,[br]and blah-blah-blah.

0:16:12.556,0:16:15.799
We thought it was very straight-forward,

0:16:16.081,0:16:17.937
a true hint for the people:

0:16:17.962,0:16:20.462
"Hey, it's a game, you know, we'll reopen!

0:16:20.651,0:16:21.940
We're just having fun here."

0:16:22.151,0:16:24.479
A lot of people didn't get it this way.

0:16:24.627,0:16:27.166
We had to say a big sorry afterwards.

0:16:27.374,0:16:31.269
But one thing happened[br]in the social-media driven world,

0:16:31.294,0:16:36.649
and the mass-market[br]TV and Internet stations.

0:16:37.066,0:16:41.646
We were covered in every single[br]biggest gaming place in the world

0:16:41.671,0:16:42.999
as a top story.

0:16:43.024,0:16:44.436
"GOG went bankrupt."

0:16:44.931,0:16:46.468
"Why did they close?"

0:16:46.700,0:16:48.603
And you know, all the different theories.

0:16:48.628,0:16:49.993
We really loved that.

0:16:52.063,0:16:54.353
Of course, we were really scared[br]at the same time.

0:16:54.354,0:16:55.539
(Laughter)

0:16:55.540,0:16:57.227
Changing our diapers, so to say.

0:16:57.602,0:17:01.466
So, we thought we planted[br]some hints on the shutdown page.

0:17:01.491,0:17:03.868
Some people thought we didn't.

0:17:04.387,0:17:07.748
We were, of course,[br]trying to manage it somehow,

0:17:08.473,0:17:11.247
and we were posting hints[br]via Twitter and Facebook.

0:17:11.532,0:17:14.019
And then on the second day of the closure

0:17:14.044,0:17:16.630
we posted a trailer,[br]which was already showing something.

0:17:16.655,0:17:18.655
"It's a glimpse,[br]there is something coming."

0:17:18.680,0:17:20.284
Some people still didn't get that.

0:17:20.309,0:17:27.618
And then we hosted[br]a very unusual PR conference.

0:17:27.644,0:17:28.782
(Laughter)

0:17:29.329,0:17:30.009
(Applause)

0:17:35.482,0:17:39.075
So, we told everybody that on Wednesday,

0:17:39.100,0:17:41.184
we'd host an unusual PR conference.

0:17:42.056,0:17:44.447
That the management would have[br]an official statement.

0:17:44.472,0:17:47.030
"Management," "official statement,"[br]I like these words.

0:17:47.055,0:17:50.005
And so, we appeared --[br]I'm the guy on the left, actually --

0:17:50.514,0:17:53.448
dressed as monks,[br]and we asked people for redemption.

0:17:53.473,0:17:55.559
We also had a couple of videos about that.

0:17:55.767,0:17:57.611
We have to be going, so...

0:17:57.830,0:17:59.156
M.K.: Just a short note.

0:17:59.181,0:18:00.351
For the press conference,

0:18:00.376,0:18:04.121
we had more than 600 journalists[br]from all over the world,

0:18:04.146,0:18:05.726
checking what's going on with GOG.

0:18:05.729,0:18:07.820
So, a huge number of journalists.

0:18:07.845,0:18:11.239
M.I.: So, as you see,[br]it was only the 23rd,

0:18:11.264,0:18:14.270
so we peaked,[br]and the final message to deliver:

0:18:14.858,0:18:16.509
Guys, dare to be different.

0:18:16.855,0:18:18.430
We believe there is a lot of value

0:18:18.455,0:18:20.828
and there is a lot of great things[br]to come up with.

0:18:20.853,0:18:23.064
So, we're begging you,[br]dare to be different.

0:18:23.634,0:18:24.610
Thank you.

0:18:24.635,0:18:27.635
(Applause)

0:18:27.781,0:18:29.357
Paul Klipp: Thank you very much.

0:18:29.382,0:18:31.755
(Applause)