There aren’t a lot of surprises in the entertainment world these days — particularly when it comes to tentpole events.

Whether it’s a quick-cut trailer, the interview circuit or an online spoiler site, audiences generally have a pretty solid idea of what they’re going to experience — with movies, TV shows and videogames.

But that’s rarely, if ever, the case with new releases from Rockstar Games. The vidgame developer tightly controls the flow of information before a title’s ship date and seldom emerges from the studio to talk about its products. The reason, says Dan Houser, the veep and co-founder of creative at Rockstar, is pretty simple: Letting people peek behind the curtain spoils the fun.

Read more at Weekly Variety