The perception amongst the buyers we spoke to was that Minecraft was for 9 to 13 year old kids. The only people they were familiar with interacting with the title were their own children and their friends.

Advertising to kids is ethically problematic and often has strict legal restrictions. I'm not aware of any of the large video exchanges operating in the space at all. None of our existing buyers were interested. If advertising to kids was a path we even wanted to go down, we'd need to broach a whole new market.