In a way, the large number of games released for the PC is a curse. Market reach is too diluted by the glut of bargain bin titles. Bob Picunko, Director of Marketing for Interplay, sees that "many publishers who are making high-end award winning games are struggling." Selling only 30 or 40 thousand units of a given game just doesn't cut it in terms of profitability. In response, more and more PC publishers are consolidating in order to gain more control over the marketing of PC games. While there's still no single entity in charge of directing PC marketing efforts, the fusion of smaller publishers into large will help coordinate efforts and reduce redundancy in the market place.