So the question, if one looks at it from a purely business perspective, and particularly for an industry where costs are rising dramatically and the number of units of a AAA game required to ship just to stay afloat increases every year, shouldn’t be “how do we better fight for a larger share of our traditional audience?” but rather “how do we better entice a larger portion of the entire gamer audience to play our game?”

[…] What you have to ask yourself, if the suggestion is “women don’t even buy [AAA] games,” is, “why not?”

–David Gaider, of BioWare, on capturing the whole market.