Richard Garriott's Next Journey on Gamasutra talks with the developer-turned-entrepreneur also known as Lord British about Portalarium, his new company focused on casual online gaming. He talks about his passion for online gaming in practical dollars and cents (pounds and pence?) terms, saying: "[Ultima Online] was very hard to get going, but when it finally shipped, it ultimately ended up making ten times the revenue of all the previous Ultima games combined," then relating this to social gaming, saying: "The amount of money flow on this side of the fence is already dramatically in excess of almost any game anybody in this room ever develops." He goes on to discuss this casual gaming shift, admitting: "in this last year, almost 100 percent of my gaming as an avid gamer has been on my iPhone."