text: Media Molecule arranged a meeting with Phil Harrison, the president of Sony Computer Entertainment Worldwide Studios. They created a prototype of their idea, a game called Craftworld, a physics-based, 2D side-scrolling game, with a placeholder character called Mr. Yellowhead. The company chose to pitch their idea to Harrison using their own software, rather than PowerPoint, which allowed for bullet-point information as in standard presentations, but also for live, controllable movement of game characters. Media Molecule pitched the prototype to Harrison in January 2006. By their own admission, the pitch was vague and they had deliberately toned down the creative aspect of the game—which they felt may have appeared as "weird" for a console game—for fear of negative reception of their pitch by Sony. They presented the prototype purely as a playable game, and only briefly mentioned the user-created content aspect; Evans relates that Harrison actually picked up on the creative side, and had asked them why they had chosen not to explore this element further. The meeting, which had been scheduled to last 45 minutes, eventually lasted 3 hours at the end of which, Sony agreed to fund the project for six months. Media Molecule became incorporated as a company in February 2006.