"We've got a couple of other things in the pipeline, and it's a format we're really looking at with the right approach," explained Bethesda Europe managing director Sean Brennan. "We're not going to establish a new range and call if 'My Girly Game Range' or whatever these other companies are doing, it's so me-too and boring."

Brennan was responding to a question about the market for "mature" Wii games, noting a belief that it exists and stating that "it's all about finding out how big that [market] is."

While Bethesda is perhaps best known for the internally-developed Fallout 3 and Elder Scrolls games, the company has been expanding its publishing operations with titles such as A2M's WET, Rebellion's Rogue Warrior, Obsidian's Fallout: New Vegas, and an untitled genre-breaking shooter from Quake Wars veterans Splash Damage.