I picked other, and I'm putting in a bid for Bungie. Of course I'm a hopeless Halo nerd so I may not be the best source. But I'll stand by the choice because of how involved they are with their fanbase, how much they pushed the console FPS game mechanics and online mechanics forward, and because I feel like they set the mold for a gaming expanded universe. Books, comics, soundtracks, if you like their games there are lots of ways to enjoy them and I think that is a model that works in the fans best interests.