Games

More of that quote for context:

Fable was profitable - "highly profitable", Lionhead's Simon Carter told Eurogamer - but in a now too-familiar story, it and its genre was seen by Microsoft as just not profitable enough. "That category is not the biggest category on the planet," said Robbie Bach, who was the President of Entertainment & Devices Division at Microsoft before Don Mattrick assumed the role. "It's not soccer. It's not American Football. It's not a first-person shooter sized category. So at a commercial level, I would say it was successful, but not wildly so."

Wildly successful was what Microsoft was after. A pitch for Fable 4 was rejected. "It was like, you've reached your cap of players for RPG on Xbox and you need to find a way to double that, and you're not going to do it with RPG," Fable's art director John McCormack told Eurogamer at the time. "I thought, yes we can. I said, look, just give us four years, proper finance, give us the chance Mass Effect has, Skyrim has, the games at the time. They're getting four years and a lot of budget. Give us that, and we'll give you something that'll get you your players. Nah, you've had three shots and you've only tripled the money. It's not good enough. Fuck off. That's what I was annoyed about." (Worth noting: Skyrim went on to sell 63m copies, as of June 2023, The Witcher 3 over 50m.)