"'In entertainment, marketing and product development have to be completely hand in glove, because the entertainment experience starts at your first exposure and goes through the final credits, and your first exposure is usually via marketing,' he says. 'So, in my mind, that should all be one organic whole, right from the beginning, right to the very end.'"

Shannon Drake speaks to Jordan Weisman, founder of FASA, WizKids, 42, former Creative Director of Microsoft Game Studios and Alternate Reality Game pioneer.

Number of the Beast