Magic: The Gathering Drive to Work Podcast - #1386: Unenfranchised Players

Episode Date: October 2, 2026

I talk a lot about our enfranchised players. This episode covers the other end of the spectrum.

I'm pulling on my driveway. We all know what that means. It's time to have their drive to work. Okay, so today it's all about unenfranchised players. Well, I actually start by saying, what does that mean? So enfranchise talks about how much you are part of the core, part of the game, the community, online activity, sanction play, sort of how involved you are. The more involved you are, the more enfranchised you are, the more enfranchised you are, the more of your sort of, part of the main magic community.

And the less enfranchise you are, the less you're connected. It's an important term because while we spend a lot of time and energy on Enchanted player, I'm sorry, enchanted, while we spend a lot of time on franchise players,

we don't we, sorry, sorry, I was somebody was trying to pass me. I apologize, as safety first, so whenever I have, traffic, I make sure I deal with that. Sorry, back to the hand.

So enfranchised players are players that very much are involved with the core aspects. So magic and sanctioning and community and stuff. And they're super important to us. But we also need to understand about the unenfranchised players. And so today is me

talking all about the unenfranchised players. And so I'm going to begin with the story that I told a lot of times, actually. But I'm going to tell it and then go in a little more detail than I normally go into. And this was our, this was wizard's sort of big realization about unenfranchised players. So we have to go back to time spiral block.

So at the time of time spiral block, there were two different, I mean, there's lots of metrics we pay attention to, but there were two big ones that we paid attention to. One was sales, how well does something sell? The other was in franchise play, sanction play, how much are people playing? It's important people are buying magic. It's important people are playing magic. And up until time spiral, those two numbers were always in lockstep. If sales were up, sanctioned play was up.

If sanctioned play was up, sales were up. And so we really thought of those as being interconnected, like very causal numbers, that one affects the other. So anyway, we're in the middle of time spiral block, and something odd happened. That had never happened before since we had been measuring these two things. sanction play was up but sales were down the numbers weren't connected and it really threw us for a loop like we thought they were causally connected right that one makes the other go up but all of a sudden

they're not acting the same and so we had to sort of say to ourselves what is going on like what what exactly happened so it made us go a little bit into looking so now i got to talk a little bit about we do research. We do a lot of market research. One of the number of ways that we are able to tell things is by going out and talking to players. The most common way we do market research is we go to a place where we know magic players are and then we ask them questions. It could be on our website, it can be other websites that people frequent.

We just go someplace where magic players are to ask questions. But, and here's the thing, we're only measuring the franchise players. players when we do that. We're measuring players that actively go to magic sites, including our own. If you're less in franchise, the whole point of being in franchise is you're connected in. So you do go to those sites. So what we realize is when we were doing data, we were very much, like when we were looking at sanction play data, sanctioned play is people who come to our stores to play where we can see you, right? So what we realized is our market. Our market research was very, very good at seeing the enfranchised players. But sales, sales are not much bigger

than that. Sales about how it sells regardless of who buys it. So sales was indicative of a larger audience than play was. So what play was telling us was the enfranchised audience actually is having fun. So Times Farrow Block, for those that don't remember, I had a bunch of time themes I was really interested in doing. We wanted to do suspend and we had split second. We want to, Flash was a keyword for the first time. We were just messing around with the idea of time. And so I came up with the idea. This is my second set once I became head designer. I really wanted to have a block plan. I wanted each set in the block to have an identity. So we were doing time. So the logical way to chop time up was into the past, the present, and the future.

The present ended up being the alternate present to give it a little bit of flavor. So we were doing a lot of calling back to old things. So one of the things about Timesboro Block was it was a lot more self-referential. There's a lot more of us making things about magic itself. And if you were in franchise,

if all the mechanics we were bringing back are things you already knew, it was quite exciting. But if you were, unenfranchised, it was a lot. You weren't getting a lot of the references. There were just too many mechanics. Like things we said, well, like a lot of what our thought was was,

well, we were bringing things back. So this shouldn't be as hard as a new mechanic. You know kicker, you know flashback. And what we found was some of them, I think, were not, I don't think kicker was particularly problematic, but we just brought so many mechanics and some of them like morph was pretty complicated.

And so we were just, overwhelming. And for a new player, there was just way more mechanics than we'd ever do. So what we realized is we said, okay, at the time we called them the invisibles. We said, okay, there's a group of magic players that we can't see that are very much impacting sales, but not impacting sanction play. So we need to figure out who these people are. And as I said, our normal testing method really just talks to and franchise players. So going up, with market research and just asking in the places that magic players go really means finding enchanted players and talking to it in franchise players. So we did something known as a deep dive.

So for those that don't know marketing, normally when we do a survey, we put it on a place that we know you all will go to, but mostly in franchise players. A deep dive says, here's what we're going to do. We're going to go to a place not where we expect magic players. just maybe we'll call on the telephone, maybe we'll go to a mall, we'll just go someplace where people, where we're just going to run into anybody, and then just say to them, hey, do you play magic? And the vast, vast, vast majority will go, no, I do not play magic. But every once in a while, someone will go, yeah, I play magic. And then we can ask them questions.

And the idea in a deep dive is you get access to players, you would know. never get access to in a traditional survey because you get you you it's a way for us to find the invisibles or the uninfranchised players because we're running into them wherever they are not not on a magic site but at a ball or whatever um now why don't we run deep dives all the time they're really expensive like when i do when market research does a poll and we go to our website, look, most of people answering are people that are giving us answers we want. We're finding magic players very easily. When you go to a deep dive, you're asking a lot of people to only get a tiny percentage

that are going to answer the questions you want. So it requires a lot more resources and a lot more time, and thus, it's a lot more expensive to do. We still do deep dives. I don't know how we do them often these days. We used to do them every other year. Maybe as Magic gots bigger, we do them more often. I'm not super involved with the day-to-day market research these days.

I mean, I see results in market research, but I don't have a lot to do with the making of the market research. So here's the interesting thing. So we did a deep dive, and we started to have the opportunity to sort of talk to magic players that we don't normally get to talk to. And there's some things that we learn that were very important.

Now, before I get into this, I want to stress, I'm talking about some data we got many years ago. This is not necessarily representative exactly the data right now. So the numbers, I'm more using the numbers to represent larger concepts

than the exact number. I don't know the exact number. I've not seen this data for a while. I do remember the data. the first time we did it, I remember the data. So that's the data I'm going to talk about. This is many, many years ago. I'm using it mostly for us to understand,

like when we first learned the data, it was very shocking when we first learned the data. And so I'm going to share with you what we learned. It has changed some. So these numbers, I just want to stress, these numbers are not exactly the current numbers. But I do believe the general trends I'm talking to carry through. The numbers might change a little bit, but the largest scope of it matters quite a bit.

Okay, so first and foremost, we said to them, do you ever play in a sanction play? Have you ever gone to a pre-release? Have you ever played in a store? Have you ever gone to someplace where there's an event that's a magic event that's being run? And we were pretty open on that. And the reason we ask this question, which is a really important question, is that's the audience we can see. That's the audience we've been measuring all this time. So what portion of the audience isn't that audience?

Mostly, like I said, the unenfranchised, how big are they? How many underfranchised players are there? And that was the sort of one of the big things we needed to learn. So at the time, and once again, I'm going to throw stats out, this is from then, now my be a smidget. I don't think it's, as you'll see, it's teaching us some pretty big truths. The exact numbers can change, but the larger truth I'm about to talk about is very much true. Okay, so at the time we did this, what percentage of the people we interviewed had ever interacting with any kind of sanctioned play? Gone to a store and played, played in a pre-release,

played, you know, in a qualifier, anything, anything. Any formally? former sort of magic event of any kind or even like I said just playing in the local store in a section of event what percentage people did that when we asked many years ago that number was 6% meaning

the audience that we could see was 6% of the total magic audience 94% of the audience at the time were people that we didn't actively see that the unenfranchise was a huge part of the audience.

A huge part of the audience. Let me just stress that once again. What we're talking about is somewhere in the ballpark of one out of 20 to maybe one out of 10 players are sanctioned players. Players we see and say whoever, ever, ever play in sanction play. Meaning the people that we can regularly see

were maybe somewhere between 1.20th and 1 tenths of the total player population. That is very impactful. Meaning that when we talk about there's some players we don't see, it's not just a few players. It's a lot of players. And it's not just the majority of the players. It's the vast majority of the players. Okay.

Now, the next thing we learn that is pretty important is, okay, what percentage of Magic's revenue are they? So they make up, let's say, 94% back then, 94% of the Magic audience. What percentage of the revenue do they make up? And my memory at the time was that the unenfranchised for somewhere between 40% and 50% of the revenue. I'm going to use 50% right now.

It might have been a smidgen under that. Okay, that's really important. The enfranchised players are but 6% of our audience, but make up about 50% of the revenue. Okay, very important. So whenever in franchise players are worried that we're not paying attention to franchise players. There's a lot of reasons to pay attention to our franchise players. You guys are half the revenue.

You're 6% or so of the population and half the revenue. So you spend way, way, way more. So first and foremost, enfranchised players buy a lot. less than in franchise players. I mean, that correlation you can see. The more invested you are in the game, obviously the more you get of the game. Okay, and now we started

asking them questions to try to get a sense of their behavior. So first and foremost, what we found when we've talked to unenfranchised players is there's a lot of information

that we take as a given that the uninfranchised players did not know. The one that I use seems to get a rise out of people is the vast majority of the unenfranchised players didn't know what a planes walker was, which seems like it's one of the card types, right? It seems like how is it even possible? Well, here's another thing that we learned. First and foremost, to an enfranchised.

Magic Player, if you said, you know, if you brought the game of magic, they're like, I am a magic player. I play Magic. That magic playing is probably part of your identity. It is something you do that you really think about. This is something I do. For a lot of the unenfranchised, if you ask them their magic, they'll say yes, because they do, in fact, own magic and play magic, but they play it far less than you think.

Like, enfranchised player play every week. Underfranchised player may play I mean, it varies. When I speak for the under franchise, there's a range. There are some under franchise players that play just as much as a franchise players. But on average, they play less. Maybe they play once a month.

The idea is for under franchise players, for a lot of them, is, hey, I play games. One of games, one of many games that I play is magic, and every once in a while I will buy more magic cards. but the enfranchised, the uninfranchised, I remember the exact stats on franchise, but franchise will buy like a box or something. Unenfranchised buy packs. They just buy, you know, and once again, I'm talking average, there's a range.

But there are a lot of players out there that a new set comes out that maybe they don't buy anything from the new set, or maybe they buy two, three, four packs. And so they, the way they, the way they, interact with magic is a lot less. Also, to many of them, they, when we sort of asked what formats they played, the answer to that was,

what is a format? So, people who are on my blog all the time, I often joke that magic's most played format is cards I own. And what I mean by that is, if you don't know the, like, if you're not in franchise in magic,

there's some chance that you don't even know necessarily how you play. Like, well, I throw cards together and I play. I have cards in my deck. A lot of the unenfranchised players don't know anything. They don't know four of rules or one of rules or, you know. I mean, maybe they know some basics. I mean, depending on how much they, when they went to play,

what they learned from or where they learned. Most of our beginner, they're getting products when we teach you stuff, we'll say something like 60 cars or something. But a lot of enfranchised players, they just don't know that stuff. I say they don't know planeswalkers. The reason is planeswalkers mostly show up at Mythic Rare. Well, if you're just buying two, three, four, five packs, you often just don't see a planes walker.

And maybe, maybe one day you do open a planeswalker. Planeswalkers don't say on them what they do. So you might go, I have no idea what this is and throw it aside. You might just go, okay, I don't get it. It's not obvious what's going on. I'm just not going to worry about it. And so the thing that we learn is that enfranchised, un-franchised players

just have a lot less information and so where they learn and how they learn and how they play is a lot more shaped by other things. Now when we did this initial survey

I mean the internet existed obviously it's a little bit different than it is now. Now I say the biggest difference from whatever time throw was we'll call that 10-ish years, 15 years ago, let's say. Oh, no, no, I can figure this out.

I became a head designer in 2003, so probably 2005 would have been wrapped in 2006. We're talking 2006. So, in fact, 20 years ago. This is 20 years ago. One of the biggest differences between the Internet of 20 years ago, and now is there was a lot more responsibility

on you, the player, to, the audience to find things. That if I played magic, the way I would find more magic things that I'd go into Google or something and I'd put magic and go wherever it takes me. And that it was a lot more back in the day more about websites and things.

Now, with the advent of sort of social media, I don't even know if TikTok exists in 2006, it might have, but it was very early on. So now with algorithms, Once you show that you like something, it starts showing you those things. So I go on Instagram and if I watch a magic, you know, someone on Instagram that's magic. Oh, Instagram goes, oh, you like magic. So I do think that the relationship between how people, I think there's more inroads than it used to be,

only because the internet has got better at identifying the things you like and then showing you more things like that. So I, while I'm throwing out numbers from back, back. win. I don't know how to count people who don't actually go to play and sanction play, but just sort of interact with seeing videos they see online. It's more enfranchised than the under-enfranchise of the past, but it's not really the franchises the way you guys would think of it in the sense that there's a lot of things that are just a given to an enfranchised audience that is not to an

un-enfranchised audience. Okay, so let's talk a little bit about, okay, now we know this audience exists. what does that mean? How does that affect what's going on? Oh, the one other thing I did not talk about. The other thing, by the way, about the Uninfranchise is we did data on, like, who they were. And one of the things that we found is

that there are certain things that store scoop. Probably the biggest one we realized is the percentage of women playing is much higher at large than it isn't just in franchise and that that's something else that we discovered that a higher percentage of uninfranchised players versus the percentage of enfranchised players

are women. Okay, so let's talk a little bit about what it means for us to people making magic. So first and foremost is it really made us rethink about limited, sealed in particular. And the reason why we're saying, is, if I only open up, let's say I open up six packs, and that might be slightly more than, I think the average was slightly less than that, but let's say I open up six packs. Opening up six packs of the new set is playing sealed. That's what sealed is. I'm opening up six packs and I'm playing with only those six packs. So let's say you're a magic player and you're excited by the new set, but hey, you buy less because you're a less in franchise. Let's say you only buy six packs of the set. But you want to play. You're a magic player. You're excited by the new set. But you're a

with the new set. You just bought it. A lot of what you are building is very similar to what sealed is. So when we make a limited environment, there's a lower power to limit environments. I've talked about

this a lot. Common and uncommon are more skewed toward limited, rare and mythic rare are more skewed toward constructed. If you're only buying six packs, you are a lot more like a limited player. meaning your exposure, like commons and uncommonds mean a lot more to you. You're playing your commons and uncommonds,

where if you are a more enfranchised player playing, you know, constructed, not that you'll never play comments or uncommonds, but those are mostly powered for limited. You're mostly playing your rairs, mythic rarers. Like I said, there's things you'll play common and uncommon, but your percentage of comms-uncoms is a lot lower than someone playing sealed. The number of uncompoms you play in limited formats

much higher, present. percentage-wise. And so that is also true. So a lot of our care and attention that we pay to the limited really is doubling as care and attention that we pay to casual constructed, we call it, meaning that you have access to less things and those things that you have access to have a bigger impact. So when we talk about making commons or uncommonds, like one of the big things, there's a quote I made many years ago when I was making, Champions of Kamagawa. So the story of champions of Kamagawa was

when we made the set, when the set went through design, it was kind of fuzzy. It was a top-down set capturing Japanese mythology. But the set didn't walk out of design with a very clear mandate for what the set was about what was the mechanical heart of the set. And during development,

we ended up deciding the mechanical heart of the set was legendary creatures. It was all about legendary creatures. We made every single rare card a legendary creature. We made some uncommon's legendary, which was something we did a lot before that. And so

we were doing something that was, but what we learned was when people were opening up Champagawa boosters, that was a hard theme to understand. Maybe you opened up a rare, maybe you opened up a pack, and your rare wasn't even a creature. Well, you have no clue then. And even if you open up a creature, so some of the creatures are legendary.

Like, you have to open up a bunch of cards and get a bunch of rare creatures. and recognize that every single one is a legend before you even start to get the theme that's going on. So there's a quote I made at the time, which was, if your theme isn't at common, it's not your theme. What I met by that was, the theme is important for the audience to understand what it is.

If they can't understand your theme, then my argument was, is it really your theme? If they can't see and understand the theme, like it's, on some levels, the theme isn't there because they're not recognizing it. And the idea of a theme is making sure that your audience understands that theme. And so that was... Now, it turns out, I sort of adapted that.

Really, my lesson is, if your theme's not at a high enough ads fan, it's not your theme. And what I mean by that is your theme doesn't have to live a common, but if it doesn't, it has to be a much higher percentage in the places where it is because otherwise it's not noticeable. It needs to be at a high enough vector that people can recognize that. And that is super important. And that is something that, to the day, we have to understand. But anyway, one of the other reasons you need your theme to be at a high enough as fan

is not just for people to get it. We want the casual players to get it. We want the unenfranchised players to get it. That if we're doing something, that if you can, if you open your own. like I said, six packs and don't get it, that's a problem. You don't know what's going on. We need to make sure that everybody gets the theme. And that's why one of the things we spend a lot of time and energy on

is trying to understand how do I in one booster pack convey the theme. I use reality fracture. That's the latest set out. Reality fracture had a theme of what if. Well, how do you convey what if? Like we came up with the idea of paired creatures because, well, how do you know that red chandra and blue chandra? Like, well, how do you know that blue chandra's different?

How do I know that ice chandra is different? Well, you have to know that fire shandra exists to understand, you know, ice chandra. Now, chandra is probably the one of most popular characters we have. So hopefully most people know that. But even then, something in the French, certainly may not. But there's a lot of characters way lesser known than that. And so, anyway, it really sort of hit home this idea of if we want people to understand, And we want all players to understand.

And again, the reason I go back to that 94%. That's a lot of players. Like I said, I do think those numbers might be a little bit different. I do think the Internet makes people a little bit more enfranchised than they used to be because algorithms sort of pulled them in in a way where they didn't before. But nonetheless, my point is, even with that, the vast majority of magic players are unenfranchised. I don't think that has changed. And being in franchise is not just about how much you buy.

There are enfranchised players that don't buy a lot of magic. It's not about how much you purchase, although once again, there's correlation there. It's more about how invested are you in magic? Really, what I would say, the biggest resource that enfranchisement, there's two big resources. One is time and one is attention. How much time do you spend on magic? And not necessarily playing magic, thinking about magic. reading about magic, talking about magic.

And then also your attention, how much do you care? How much do you go out of your way to pay attention to it? How much are you following people or watching people where magic is a big part of what they do? How many influence do you watch that talk about magic and such? And so really the big lesson here to the Unenfranchise is us learning, okay, if we want to communicate with as large an audience as possible, we really have to think about what commons and uncommonds do.

And I know a lot of times when we're talking to you, the enfranchised players, we've talked about commons and uncommonds being for limited, which they are. And enfranchised players are way more likely to play limited than unenfranchised players, significantly more.

Once again, if you don't know formats it's hard to play limited formats and limited is exclusively formats, really. I mean, I think there are people who open up cards and build decks out of those cards. So, I mean, there's a little bit of sealed play in the sense that I bought my latest six packs and I'm going to play with them. So sealed is the closest thing that comes to a format they play. But once again, it's just mixing with cards they own. Maybe they just play with the new cards, you know, it depends.

But it really means that in order, like, the commons and uncommonds have a much bigger impact. In fact, if you guys remember, and I've done a podcast on this, there's a thing we made many years ago called New World Or. order. And the idea of New World Order is we realized that we were getting a little bit too complex for the unenfranchised players. And that's when we realized how that we had to set a level of complexity at common and make sure that commons, because if you start playing magic or you are less enfranchised in magic, the vast majority of the cards you interact with are commons. If I'm only buying four to six packs, most of what I'm buying are commons. And people play with the cards they own. So if the majority of your cards are

commons, you're playing with the commons, meaning the commons have a bigger impact. And if we were more careful with the complexity level of the commons, we make it easier for unenfranchised players to play. So New World Order had a lot to do with that. I mean, another big

thing is, one of our goals is we want to turn unenfranchised players into enfranchised players whenever and however we can. And like I said, I do think our the 94% unfranchised, it's probably lower than that. I don't think it's a lot lower than that, but it is probably lower than that than it used to be back,

you know, 20 years ago. The other big thing that we learned, like I said, is it is very easy to define the magic audience by the magic audience you see. And so when you go to your local game store and you look around your local game store, it's very easy to go, well, I get it. These are magic players. And that another really big thing we learned is that the store environment, there's an audience that loves the store environment, that's great.

And we want to be there for the people that love the store environment. We want to, like, local game stores are really important. We want to support those. But not every magic player is going to play in the same place. And that there are people that either can't play at local game stores or choose not to play at local game stores. That's also real important to understand that, you know, the environment, like different people want different things and that our goal is we want people to play magic where they want to play magic. If that's at your kitchen table, great.

If that's in your local game store, great. If that's online, great. Wherever you feel most comfortable playing magic, we want to be there to allow you to play that way. And a lot of what the learning about the franchise players taught us is there's a lot more diversity than we realize. There's a lot more what we think of of who a magic player is or how they play. A lot of that is very, very shaped by the audience we can see. And that the more we learn about the audience we can see,

the more we understand there's a lot of things we do that are very, very important, that might be less important to the enfranchise audience, but are very important to the unenfranchised audience. And that's kind of the big lesson of today is a lot of times when I talk about things, like I said, if you follow me on my blog or obviously listen on my podcast, you know, the idea of cards I own as a format, as a way most people play, that's a very different mindset and that you want to make sure that people can have fun in whatever means they play.

And I've talked a lot about how we adapted to commander, right? Well, we learned about commander. We made sure that we want commander to be as fun as possible. So we do a lot of things to lean into making fun commander designs. The unenfranchise is no different. You know, the more we learn about the under franchise, the more it affects about how we think about things and how we design things. Now, I want to stress, we spend more time and energy on the enfranchised players than the

unenfranchised players. If we want to make for example, we want to make draft environments deep. We want the 20th, 30th, 40th, 40s draft to be fun. That's not for the unenfranchised. That's for the unenfranchised. There's a lot of callbacks.

There's a lot of Easter eggs. You know, like, we spent a lot of time in reality fracture making sure that you understood the what is theme if you weren't invested as much in magic. Meaning, if you were unenfranchised in magic, we want to make you got what was going on.

But if you are in franchise, there's Easter eggs galore. There is so much love and attention paid to Magic's own property in reality fracture that if you were someone who, if you're a Vorthos

or someone who's just been paying attention, like there's a lot of cards that are really cool that are even more cool if you understand what we're riffing on or what we're making, you know, like you don't necessarily need to know snapcaster mage

to admire, was it, stink after mage? But it means something more if you do. And so, none of my talk today is trying to say that franchise players don't matter or that we shouldn't care or we shouldn't spend time on you guys. We do, a lot, a lot, a lot of time. And rightfully so, you know, the franchise players buy a lot of magic cards

and are a big proportion of magic sales, and that's important. The point of today is to say that the unenfranchised players exist. There's a lot of them. They make up a lot of magic play. And so we do have to think about them. We do have to design for them. And whenever we're thinking about magic as a whole,

whenever we're thinking big picture, we also have to think about them. And sometimes I might say things that seem counteractive to what you know from your lived magic experience. but my point is if you live in an enfranchised world interacting with enfranchised players there is a schism

of what you know versus the larger magic players and the kind of why I wanted to do this podcast today. That there's a lot of magic players that are not like you, that function different than you, that do things that you might not even realize because you are in franchise magic player that

interacts with the magic community and magic websites and magic content and there's a lot of stuff you do in a regular basis that many of the unfranchised players do not do and so how you think of magic, how you interact with magic, how magic is part of your life is just different and that because it is my job and the rest of R&D to make magic for everybody,

we do very much have to understand the underfranchised players and there's a lot of different stuff we've done to try to get better grips of them and there's a lot of things that I care about that might seem like why are you spending time and energy caring about this. And the answer is it is important. It is very important to a certain

part of the audience. And that's what I wanted to do today's podcast. I don't think the average in franchise player has much idea of the underfranchised player. And every time I give a little tiny hint of it. Like they don't know what Plainswalkers are. They don't play formats or whatever. People are like, what are you talking about?

And like, well, that's, you know, that is that I get how if, you know, if you're part of the community, that's what you think of as magic, because that's who you interact with, and that's the magic you see, and that's the people you play with, and that is what you know. And there's nothing wrong with that. I'm just saying, like, it is not your job to necessarily understand the uninfranchised players,

but it is my job. And so today is trying to educate you on that. So anyway, guys, I'm here at Wizards. So I hope this was an informative podcast for you. I like from time to time just talking about things that I don't think the average magic player knows. And I think that's cool. But anyway, guys, I'm here at work, so we all know what that means. It means the end of my drive to work.

So instead of talking magic, it's time for me to be making magic. I'll see you guys next time. Bye-bye.