A primary characteristic of online distribution is its direct nature. To make a commercially successful work, artists usually must enter their industry's publishing chain. Publishers help artists advertise, fund and distribute their work to retail outlets. In some industries, particularly video games, artists find themselves bound to publishers, and in many cases unable to make the content they want; the publisher might not think it will profit well. This can quickly lead to the standardization of the content and to the stifling of new, potentially risky ideas.