An interesting quote that may or may not be in relation to games, but was still said either way:

“I want to transform how people experience ‘Halo’ in their living rooms and on their PCs.” That doesn’t mean creating content for content’s sake. “We will never do anything that doesn't move the universe forward,” Wolfkill added. “We won't do something for the sake of being in a certain medium.” Transmedia storytelling be damned.
I bolded the bold part.

http://www.microsoft.com/en-us/news/...-wolfkill.html