When Thatgamecompany designs a game, they begin by deciding on the emotions and feelings they wish to invoke in the player. This differs from the approach of most developers, who build from game mechanics or genre features. According to Santiago, the company creates emotional responses to demonstrate the wide range of possible experiences in video games, which she believes is larger than the fewexcitement and fear, for examplethat are typically presented.[18] Chen has said that the company's games are meant to evoke emotions more than a message; he specifically changed the design of Flower when early testers felt that the game promoted green energy. Chen believes that he is "too young" to make a game with a strong message, and so designs the company's products to avoid overt meanings.[19] Santiago has said that Thatgamecompany's goal is "to create games that push the boundaries of videogames as a communicative medium, and to create games that appeal to a wide variety of people". She hopes to change the video game industry with this process, so that other companies approach video games as a "creative medium" instead of a mass product.[20]