"There are obvious benefits to keeping it, but also to giving it up: you're way more likely to get the deal," Smith said of retaining IP rights during the talk. "A publisher is much more likely to commit to marketing and merchandising if they own the IP." After Sony failed to reach a deal with Playdead Studios, the Danish developer went on to launch Limbo on Xbox Live Arcade in July 2010, one year before it landed on PSN.
Smith added, "Sometimes all we want is protection so [developers] don't make a game, finish it then go to one of our rivals. We look at IP on a case by case basis. With a bit of common sense, you can find common ground."