Head of Vin Diesel's Tigon Studios, Ian Stevens, reckons plenty of those in Hollywood are simply forced into games for financial reasons.
"There's certainly no shortage of guys that look at games and see them as toys, and meaningless bullshit, and now look at revenue - and for their own survival's sake have to care, and have to get involved," said Stevens of the Hollywood community.
"I think a lot of it has changed because we're making so much more money than they are."
Poor old Hollywood. Read more about who wears the pants in LA's New World Order on GI.