 The obstacles preventing them from getting these more meaningful stories out to their audiences, according to Lanning, are "money, means and the fear of soap box activism".Sales and marketing departments are more concerned with profit and less with meaningful stories.As a result, the big budget triple-A titles are least likely to risk their profits by releasing content with deeper meaning instead of with tried and true methods of success, because they work in an environment of "investment versus returns" dictated by the publishers providing the money they need to make the game.