Netflix hires EA veteran in its boldest play for the video gaming space to date

In possibly its boldest play for the space to date, Netflix has tapped the games industry heavyweight and EA veteran, Mike Verdu as its vice president of game development.

Verdu has made the move to the streaming giant from Facebook where he held the role of VP of VR and AR content and a remit of bringing games to Oculus devices. Prior to this, he held various positions at EA, both in mobile and console gaming.

A veteran of the gaming industry, Verdu has also spent time at the mobile games specialist Zynga as chief creative officer.

The hiring of Verdu arrives amid a renewed and re-energerised suite of activity from Netflix in the video gaming space, who, according to a report from Bloomberg this week, could be delivering games as part of its streaming service ‘within the next year.’

Unnamed sources told Bloomberg that a games offering could be integrated as part of a Netflix streaming package, with no additional costs. The idea is that games will appear alongside current content as a new programming genre, similar to its documentaries of stand-up specials.

Gaming presents an additional avenue via which Netflix can continue to grow and follows recent developments such as a bolstered kids’ offering and its launch of an online shop to sell merchandise inspired by its original content. Netflix even managed to turn the head of Steven Spielberg recently in order to bring more prestigious films to its line-up.

In Verdu, the streaming giant will be able to tap into an experienced games pro who has worked on popular mobile games at Electronic Arts, including the Sims, Plants vs. Zombies, and Star Wars. 

An in-road to games development – of which, Netflix Originals can presumably be on the cards – will offer the platform yet another differentiator from its closest competitors on Disney’s Disney+ and HBO Max.

The Netflix insider has stated that the platform will be building out its gaming team in the coming months, adding that the company has yet to settle on a game development strategy. 

It’s thought that Netflix could start with just a few games on the roster and build its library from there. Netflix has previously licensed the rights to games based on its hit shows, including Stranger Things. The new move, however, will likely put Netflix fully in control of all gaming developments for its IP library.

Nerd is the word | From video gaming to toy collecting, the Insights Family explores the Kidult market

Jurassic Park and Transformers mash-ups, LEGO sets exploring themes of travel, history, science – and iconic worlds of science fiction, of course – and a healthy gaming scene that simply continues to expand and capture new audiences (and that’s just the news this week); the entertainment space is reaching wider audiences and appealing across the generations. Here, The Insights Family’s founder, Nick Richardson explores the topic of the booming Kidult market

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Nostalgia is a powerful tool when marketing products. The emotional pull of recounting past experiences has enabled brands who ordinarily target children to penetrate an older market, expanding their brand presence.

Recently, the kidult trend has accelerated, as adults have reverted to the familiar nature of reliving childhood memories that have provided comfortable experiences in the wake of the pandemic. Some brands have sought partnerships in order to appeal to older audiences for their products which traditionally appeal to younger demographics.

While in our data, the audience for Pokémon in the UK is five to 13-year-olds, the company sought out collaboration with musician Post Malone for its 25th anniversary this year, perhaps aiming to recapture his older teen audience (14 to 18) to celebrate this event. Additionally, the firm’s remake of the Diamond and Pearl editions in the gaming series, originally released in 2006, is a clear attempt to target an older audience of active gamers.

It’s no secret that more adults than ever now play video games. According to our Parents Insights data, gaming is a top five family hobby, as the younger generation of parents who have grown up as gamers themselves carry their hobby into their adult years.

In the UK, LEGO is the most popular toy among kids of every age bracket we survey, but the company is regularly expanding its product offering to target those beyond the initial demographic of kids. This includes creating building sets of flowers and football stadiums, or those themed around travel and history; all aimed at an older audience.

Meanwhile, the popularity of collectables such as Funko Pop! vinyl figures – a top 10 toy for kids aged 11 to 13 in the UK, and a collection of toys that have representation from a range of different IP and brands across different mediums – among adults is indicative of the very real presence of the kidult trend.

Likewise, the effort from Disney to remake and remaster its library of classic animated films for a new generation is also indicative of the older market of fans. The excitement for these films is not only created by the anticipation from kids, but also their parents who want to relive their childhood experiences.

Brands are currently looking to classic brands and IP to guarantee revenue in the fallout of 2020, targeting adults through nostalgic content in the process. Through the success of these films, Disney not only recaptures the imagination of their long-time fans but creates new brand advocates in the younger generation.

In the TV industry, there is also clear evidence of a conscious effort to appeal to this trend. Tracy Beaker returned to screens in February this year in a series designed to appeal to kids and their parents alike. Meanwhile the Biff and Chip reading books, used in schools for more than 30 years, have been made into a TV series, coming to CBeebies.

The growth in popularity of adult cartoons such as Rick and Morty – the favourite show amongst 16 to 18 year olds boys in the UK – is evident that there is a distinct market for mediums traditionally utilised to appeal to younger audiences. Dragon Ball and SpongeBob SquarePants also appear in the top 20 shows among this demographic.

So what, then, does this mean to you?

Well, quite simply, the kidult trend represents an opportunity for brands to expand their revenue streams beyond their kid audiences. By creating collectables that may be aimed at an older demographic, brands can extend their revenue streams while building advocacy with an audience who may pass on their interests to their kids, creating a new generation of fans in the process.

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The Insights Family, is the global leader in kids, parents, and family market intelligence, providing real-time data on their attitudes, behaviour, and consumption patterns. Every year the company survey more than 362,100 kids and more than 176,800 parents.

Hasbro and eOne’s new animated comedy series Ninja Express to launch on CBBC next month

Hasbro’s global entertainment studio, eOne, has launched a new kids’ animated series to the global stage, an ‘absurd 2D and 3D mix of animated comedy’ for six to 11 year old kids, titled Ninja Express.

The series – c0-produced with Creative Conspiracy and Frogbox – follows the antics of a special delivery service run by super-powered Ninjas and is scheduled to roll out globally, premiering on CBBC in the UK, from July 1st this year.

“We are so proud to share Ninja Express with kids around the world,” said Olivier Dumont, president of eOne’s Family Brands division. “The show balances the ultimate mix of over-the-top humor with real heart and we are confident that people will fall in love with our three colorful ninjas – Aka, Kiro and Konpeki. The teams at Creative Conspiracy and Frogbox truly created something special with this show.”

A description of the new series, issued by Hasbro, asks audiences to ‘imagine a delivery service that delivers anything, anywhere, and anytime. One that not restricted by limitations of time and space, and to top things off, imagine it being run by three little Ninjas.’

Ninja Express follows Kiro – a Yellow Ninja with the ability to look through space and time, Konpeki, the Blue Ninja with the power to travel through space and time, and Aka, the Red Ninja who can temporarily reduce the size of any object by inhaling its mass.

“We’re really excited to bring Ninja Express to audiences everywhere,” said Peter Decraene, partner at Creative Conspiracy. “The show was really fun to create and produce. We are thankful for having such amazing broadcasters on board and are very happy that kids all over the world will now get to know our little ninjas and join them on adventures as they travel through space and time.”

Ninja Express is set to premiere on WarnerMedia’s Boomerang (EMEA, APAC, LATAM) and Ketnet (Belgium) from July 1st onwards. It will air on CBBC in the UK from July 3rd this year, as well as on Gulli in France, and Huace in China later in the year.

New high score | Roblox is outpacing broadcast TV for audience reach – Kids Insights latest

Video gaming is setting a new high score for audience reach in the battle for eyeballs among streaming platforms, YouTube, and traditional broadcast TV, suggests the latest data from Kids Insights Media Mix Compass, and now is the time for toy brands to start paying closer attention.

Here, Nick Richardson, Founder and CEO, The Insights People, and Licensing.biz’s Robert Hutchins explore the latest trends and data to be shaping the shifting media landscape.

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The videogame Roblox has outscored all broadcast TV channels in both the UK and US as the most powerful platform through which to reach young audiences, according to the latest insight from The Kids Insights Media Mix Compass

And the implications if this can’t be underestimated. In fact, compounding the popularity of the video games market, which has continued to grow significantly over the last few years, the potential for it to change the way in which businesses execute the marketing strategies for brands and retailers, is enormous.

Advertising budgets should no longer be solely – or even predominantly – focused on television. The world has changed, and video games are all too often the undervalued platforms to core audiences by marketers.

According to our latest data – sourced through a recently launched Media Mix Compass – teens now spend an average of 1 hour 25 minutes per day playing video games. That’s more time than they spend watching TV.

Generally, kids spend 62 per cent of their available time on digital activities. In the US, for example, for kids aged six to nine, Roblox has a Media Mix Score (MMS) of 128 which is higher than Nickelodeon (91), Disney Channel (80) and Cartoon Network (76). The Kids Insights Media Mix Score considers the reach, time spent and preference of 11 different media types and approximately 1,500 different channels in each region.

This past year has found parents discovering new ways to get their kids to play. With that, one of America’s top toy properties LOL Surprise is joining forces with top digital gaming platform ROBLOX – creating a relationship with the 1st Doll World of Roblox on a Global level. Through these two leaders in toy/play coming together, billions of fans can now discover a more immersive and shared gaming experience.

Toy brands are beginning to become savvy to the step change in the importance of such gaming and entertainment platforms. Just this week, international toy manufacturer, MGA Entertainment detailed plans to launch its LOL Surprise brand onto the Roblox platform.

The launch will kick-off with a ‘testing phase’ through which fans can play with and against their favourite gaming influencers as they explore the LOL/Roblox world.

Elsewhere, last week Hasbro detailed the five year extension of its current partnership with Epic Games’ Fortnite to expand on its licensing programme that includes the addition of its GI Joe character Snake Eyes into the Fortnite video game.

Meanwhile, it is equally important to note the growing importance of other new media options, including esports, which now ranks as the third most powerful media type for boys aged 10 to 12 in the UK, behind only YouTube and video games.

Esports is therefore one of the biggest opportunities for advertisers in 2021. Already one-in-ten teens in the US, UK, Germany, Brazil, Mexico and Canada use Twitch, the premiere platform in the industry for live video content. While physical sporting events were halted amidst the pandemic, the League of Legends European Championship – streamed live on Twitch – boasted the league’s highest ever viewing figures, raking in an average of 819,400 viewers for the final in April 2020.

Meanwhile, even more traditional areas, such as online chess, has witnessed huge viewer numbers over Twitch, hitting as many as 140,000 viewers at a time and helping to fuel a global resurgence in the traditional game, confirmed by the International Chess Federation, that has seen manufacturers hit new record highs for sales of chess boards.

However, marketing to kids is not a one-size-fits-all activity. In the UK, teenage girls are still tuning into Broadcast TV with ITV recording a score of 124 and Channel 4 hitting 99, making Broadcast TV the second most powerful media type with this demographic.

But streaming services and video games took a huge piece from the tasty audience pie. Each year with a growing variety of different online entertainment, the trend for kids to opt for digital platforms over the traditional ones will likely continue.

We also should keep in mind the growing influence and decision-making power of kids within the home being greater than with any other previous generation. Children have their own opinion over many other new categories, such as the purchase of a new car (which 54 per cent more kids say they influence in 2020 compared to 2019).

Although reaching this audience is more important than ever, it is increasingly difficult to do so. Growing up as digital natives, this generation have a far greater choice of what they consume and when they consume it than ever before. Therefore, kids’ attention is fragmented across a huge range of (increasingly niche) platforms, making it harder to reach a mass audience.

Brands spend just 37 per cent of their budget on non-digital spending, yet kids spend a huge 62 per cent of their time on digital, resulting in a mismatch that will cost advertisers $1.15bn in 2021.

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For more information on the Kids Insights Media Mix Compass, and to receive complimentary access to the tool and a copy of an example report please visit www.kidsinsights.com/mediamix

To learn more about the attitudes, behavior and consumption patterns of kids, parents and families, and to get freemium access to the Insights People real-time data portal, please visit: http://www.kidsinsights.com/toynews

MGA Entertainment signs global music deal with Sony Music’s Magic Star label

MGA Entertainment has become the latest toy company to align itself with the music industry, having signed an exclusive music partnership with Sony Music UK’s children’s label, Magic Star in support of its global toy brand, LOL Surprise.

Under the new deal, Magic Star will work with Sony Music Entertainment’s record labels in more than 40 markets around the world, including Columbia Records’ Jam Jr to release new music from LOL Surprise and expand the brand to enable fans to engage in a new way.

Magic Star will create and produce music to support LOL Surprise product lines and future marketing initiatives, bringing the characters to life and to enhance storytelling moments through the power of music. 

Next month, LOL Surprise and Magic Star will support the debut of the next single “I’m a Queen.” Supported by a music video featuring LOL Surprise animated characters and a lyric video.   

Will Speer, head of Magic Star, Sony Music UK, said: “Music plays such an important role in children’s lives from an early age. We are excited to bring this partnership and MGA Entertainment’s products to young global audiences.

“Music transcends borders and allows our fans to engage with the brand in a new and exciting way,” said Sandrine de Raspide, general manager international and licensing at MGAE. “This new partnership with Magic Star, complemented by Sony Music’s deep marketing reach around the world and LOL Surprise fans, positions the brand for chart topping success.”     

Magic Star and MGAE kicked off the partnership in September 2020 with the debut of the LOL Surprise REMIX album, featuring new and original tracks to support the brand’s REMIX toy line – the first series of LOL Surprise dolls that focused on music.

The teams released content for fans that supported the music launch, including multiple lyric videos and animated music videos. As of today, fans around the world have amassed more than 18 million streams and 100 million YouTube views of the album and music videos.   

Magic Star has built up a roster of both established and development artists and brand partnerships since its launch in October 2019.

 

US consumers spent $56.9 billion on gaming in 2020 according to NPD latest

US consumers spent a record $56.9 billion on gaming in 2020, a jump of 27 per cent from 2019, according to data from the NPD Group.

December was a particularly big month for games, consumer spending across video game hardware, content and accessories reached a December record of $7.7 billion, 25 per cent higher than in December 2019.

Hardware dollar sales, meanwhile, reached $1.35 billion in December 2020, a jump of 38 per cent compared to 2019, and the highest total for a December month since the $1.37 billion generated in December 2013.

Hardware dollar sales totalled $5.3 billion for the year, 35 per cent higher than 2019, and the highest since the $5.6 billion generated in 2011.

As reported by Licensing.biz sister title, MCV UK, the Nintendo Switch was the best-selling console of 2020, with annual dollar sales being the second highest for an individual platform in a single calendar year in U.S. history – beaten only by another Nintendo console, the Wii, in 2008.

Despite supply issues, the Playstation 5 was the second best-selling console in dollar sales, while PlayStation 4 ranked second in units sold. PlayStation 5 set a new dollar sales record for PlayStation hardware through each PlayStation platform’s first December at retail.

Call of Duty: Black Ops: Cold War was both the best selling game of December 2020 and the year as a whole, while Call of Duty: Modern Warfare was the second best-seller of the year.

Call of Duty ranked as the best-selling gaming franchise in the U.S. market for a record 12th consecutive y

Animal Crossing:New Horizons, while not quite as popular as it is in Japan, still proved successful in the US, ranking third. In 2020, the title achieved the highest physical dollar sales for a Nintendo-published game in a calendar year since Wii Fit Plus in 2010.

Nintendo saw a strong December 2020, with half of the top 20 best-selling games of the month being published by Nintendo.

Cyberpunk 2077 debuted as the second best-selling game of December, and the 19th best-selling game of 2020, despite the lack of digital tracking.

The Last of Us: Part II finished 2020 as the year’s best-selling PlayStation exclusive, and the sixth best selling game overall. The game now ranks as the third best-selling Sony-published game in U.S. history in dollar sales, trailing only Marvel’s Spider-Man, and 2018’s God of War.

ZAG Games and Toya launch first Miraculous game to Roblox platform

ZAG Games, the games division of the independent animation studio ZAG, has partnered with the Israel-based start-up Toya to create its first game for the Roblox platform for the popular franchise, Miraculous – Tales of Ladybug & Cat Noir.

Scheduled for release this April, the new Miraculous Ladybug & Cat Noir adventure quest game will be the first to bring a TV series to the Roblox metaverse – an online experience in which fans interact in 3D simulated virtual environments.

Fans can expect to meet new characters, enter new environments, and engage with new villains, together with a wealth of surprises. ZAG and Toya are planning to engage with fans through an inclusive global game development process that integrates their feedback on ideas and concepts design work before the game is officially released to the public.

Elinor Schops, the ZAG’s newly installed VP of ZAG Games and Interactive Experiences, said: “Miraculous Ladybug is a relatable heroine who sets up a positive, strong and rocking persona – with the ability to transform, figuratively and literally, the world she is living in.

“We believe that the Metaverse that Roblox has built is the ideal place to launch a game that celebrates girl empowerment and exploration, and we want to hand over to these girls (and boys of course) the power to advise how to play the game.

“In every sense, we plan for the game to be led by the community in order to make this into a community game – this is where fans will meet, and role play, in the Miraculous universe.

“Our partner Toya, with its female-led agenda, helps to transform the gaming experience for girls around the world, and we couldn’t have hoped for a better match of agendas and ideas.”

Anat Shperling, CEO and co-founder of Toya, added: “Toya is proud to work with ZAG to develop Miraculous – Tales of Ladybug & Cat Noir’s first Roblox gaming experience.

“We are passionate about Roblox being a flexible and inclusive space that allows freedom of expression for adolescents’ inner worlds. We can’t wait to usher the beloved protagonists of the series, Ladybug and Cat Noir, into the Roblox realm, with an inspiring journey that invites global fans into a shared experience in the rich personal space of these admired characters.

“Core to Toya’s mission is developing inclusive gaming experiences that enable girls and boys to express themselves freely in a safe environment. We plan to design a journey that encourages players towards greater freedom of self-expression, and teaches them empowering skills for the outside world, such as time management, and decision-making.

“We couldn’t be more excited to bring this experience to life in partnership with the ZAG gaming team, and with the support of the tremendous global community of Miraculous™ fans and followers.”

ZAG’s first “official” global mobile game for Miraculous – Tales of Ladybug & Cat Noir was released in April 2018 and ranked as the number one game in 39 countries with 130 million downloads to date.

The launch of the Roblox game coincides with the debut of ZAG’s second big-budget animated movie, Miraculous World – Shanghai – Lady Dragon. The first of the two TV movies,  Miraculous World: New York: United Heroez, scored top ratings on its premiere in 2020.

Fans are also awaiting the launch of the theatrical feature, Ladybug & Cat Noir: Awakening(US$100M+ budget), which is planned for release worldwide in fall 2021 or at the beginning of 2022, alongside seasons four and five of the series, which are also currently in production.

Expanding the brand’s digital presence, Miraculous is now on TikTok, as well as Facebook, Twitter, Instagram, and Tumblr. During 2020, Miraculous grew its digital reach by 178 per cent. It currently attracts over 15 million subscribers across its nine official YouTube channels, available in eight languages.

ZAG Games and Toya launch first Miraculous game to Roblox platform

ZAG Games, the games division of the independent animation studio ZAG, has partnered with the Israel-based start-up Toya to create its first game for the Roblox platform for the popular franchise, Miraculous – Tales of Ladybug & Cat Noir.

Scheduled for release this April, the new Miraculous Ladybug & Cat Noir adventure quest game will be the first to bring a TV series to the Roblox metaverse – an online experience in which fans interact in 3D simulated virtual environments.

Fans can expect to meet new characters, enter new environments, and engage with new villains, together with a wealth of surprises. ZAG and Toya are planning to engage with fans through an inclusive global game development process that integrates their feedback on ideas and concepts design work before the game is officially released to the public.

Elinor Schops, the ZAG’s newly installed VP of ZAG Games and Interactive Experiences, said: “Miraculous Ladybug is a relatable heroine who sets up a positive, strong and rocking persona – with the ability to transform, figuratively and literally, the world she is living in.

“We believe that the Metaverse that Roblox has built is the ideal place to launch a game that celebrates girl empowerment and exploration, and we want to hand over to these girls (and boys of course) the power to advise how to play the game.

“In every sense, we plan for the game to be led by the community in order to make this into a community game – this is where fans will meet, and role play, in the Miraculous universe.

“Our partner Toya, with its female-led agenda, helps to transform the gaming experience for girls around the world, and we couldn’t have hoped for a better match of agendas and ideas.”

Anat Shperling, CEO and co-founder of Toya, added: “Toya is proud to work with ZAG to develop Miraculous – Tales of Ladybug & Cat Noir’s first Roblox gaming experience.

“We are passionate about Roblox being a flexible and inclusive space that allows freedom of expression for adolescents’ inner worlds. We can’t wait to usher the beloved protagonists of the series, Ladybug and Cat Noir, into the Roblox realm, with an inspiring journey that invites global fans into a shared experience in the rich personal space of these admired characters.

“Core to Toya’s mission is developing inclusive gaming experiences that enable girls and boys to express themselves freely in a safe environment. We plan to design a journey that encourages players towards greater freedom of self-expression, and teaches them empowering skills for the outside world, such as time management, and decision-making.

“We couldn’t be more excited to bring this experience to life in partnership with the ZAG gaming team, and with the support of the tremendous global community of Miraculous™ fans and followers.”

ZAG’s first “official” global mobile game for Miraculous – Tales of Ladybug & Cat Noir was released in April 2018 and ranked as the number one game in 39 countries with 130 million downloads to date.

The launch of the Roblox game coincides with the debut of ZAG’s second big-budget animated movie, Miraculous World – Shanghai – Lady Dragon. The first of the two TV movies,  Miraculous World: New York: United Heroez, scored top ratings on its premiere in 2020.

Fans are also awaiting the launch of the theatrical feature, Ladybug & Cat Noir: Awakening(US$100M+ budget), which is planned for release worldwide in fall 2021 or at the beginning of 2022, alongside seasons four and five of the series, which are also currently in production.

Expanding the brand’s digital presence, Miraculous is now on TikTok, as well as Facebook, Twitter, Instagram, and Tumblr. During 2020, Miraculous grew its digital reach by 178 per cent. It currently attracts over 15 million subscribers across its nine official YouTube channels, available in eight languages.

Hasbro launches Peppa Pig audio stories across Amazon Prime, Apple Music, and Spotify

Hasbro has revealed its plans to release a series of new Peppa Pig audio stories across multiple digital streaming platforms around the world, including on Amazon Prime, Apple Music, and Spotify from today (Monday, November 23rd) onwards, with plans for more to come.

Marking a new first for Peppa Pig, the ten audio stories will be narrated by the familiar voice of John Sparkes and will be based on some of the most popular stories from the animated TV series. They will be available in English language only and will launch in batches of two every two weeks.

Titles under the portfolio of audio stories include George’s New Dinosaur, Shake, Rattle & Bang, Mr Bull’s New Road, Whistling, Nursery Rhymes, Secret Club, Pirate Treasure, Grandpa Pig’s Greenhouse, Noisy Night, and Bedtime Story.

 “We want to be wherever our fans are with great content and our move into audio-first content reflects that,” said eOne’s Esra Cafer, SVP global brand management.

“What we’re really excited about is just how good these stories are. They capture all the values, storytelling and humour of our brilliant show to give our listeners a wonderfully immersive audio story experience – we can’t wait for Peppa fans to discover them.”

 The launch will be supported by an extensive marketing campaign across social and digital media including the brand’s own high reach digital channels.

This latest deal follows the huge success of the brand’s first digital music album release, Peppa Pig: My First Album, in July 2019 which has hit more than 24 million streams worldwide and inspired a licensing range for teens in Urban Outfitters this autumn in the US.

WWE partners with My Custom Sport Chair to launch wrestling heroes line-up

WWE and chairs usually only collide when one is being smashed over the head of a muscle-clad monster, prancing about ringside in his leather underwear to the cheers of a blood-thirsty crowd. That was until the sport and entertainment franchise met My Custom Sports Chair, of course.

The result? A range of chairs you’re not going to want to smash up. That’s right, WWE and My Custom Sports Chair have partnered to create a series of custom, folding Adirondack Chairs featuring the imagery and logos of some of the greatest WWE Superstars to walk the ring. Triple H, Roman Reigns, John Cena, The Rock, and Undertaker all feature, alongside WWE Hall of Famers Stone Cold Steve Austin, Ric Flair, The Ultimate Warrior, and Macho Man Randy Savage.

This is the latest in sporting franchises to have signed with My Custom Sports Chair, who already enjoys partnerships with the likes of the NFL, MLB, NCAA, NHL, and Nascar. Its collection makes up the only officially licensed, fully customisable Adirondack sports chair on the market.

Weather tested for all year round use, each chair is made with HDPE recycled resin which prevents warping, fading and splintering, making them ideal for use in the back garden, on the patio, in the recreation room, or any other setting in which a chair could be of use.

 All products are manufactured and assembled in Stoney Creek, ON, Canada with over 60,000 units in market since 2015.