in San Francisco, Riccitiello took a look at all sorts of brands and compared them to mobile gaming in order to answer a simple question: Do any great mobile game brands exist, and can they? Riccitiello kicked off his presentation by giving a definition of a brand. It boiled down to three things: consistent values among each new product; benefit of the doubt from the consumer; and being the preferred choice among similar products. These points ultimately boil down to creating a line of trust between the consumer and company, a win-win situation for all involved.