"When we embarked upon making Season Three of American Gods, we had no idea how timely it would turn out to be," Gaiman wrote in his letter. "We knew we wanted to return to what people loved and responded to in the book: that it was time for Shadow to go to the little town of Lakeside and try to lose himself in normality. And at the same time, in Season Three, we wanted to focus on the characters and their journeys. To show Shadow forging a path guided by the Gods of his ancestors, becoming more himself while deciding who he is and what side he’s on — humanity’s or that of the Gods. We knew also that we wanted to continue to root the show in the landscapes of America. To explore what 'America' means to its people and to talk about immigrants — about the very different people who came to this remarkable land and brought their gods with them. The new gods of phone and app and glitter demand our attention and our love, and the old gods want to mean something again. America must be for all of us, and American Gods must reflect that. This season truly feels as if it does. It’s full of drama and emotion, the very real and the utterly strange, and it features some of the finest performances the show has yet seen. It brings back favorite characters, some in remarkable new ways, and we will encounter people and gods we’ve never met before."