As Hilleman stated after his talk to GIBiz, “We have to make sure that game companies know what a mass market really is. We’re not one yet. The closest thing we’ve had to a mass market, frankly, has been the social and mobile spaces.

“From my perspective, television is the mass market and we’re the fringe. The challenge in front of us is, does the customer think about it that way? Do they see us as so distinct we can’t merge those two experiences?”

Hilleman believes that connected TV is finally arriving at a stable place after much confusion. “We’re very patient in that we can see things that are coming that aren’t here yet and we can wait for them. To a great extent, this has been a business where we’ve been watching the pieces develop.”