4mm Games' Jamie King

There's an incredible challenge, certainly for traditional console publishers, to understand service-based digital distribution. For a long time we've done our homework and there are these new business models, and if you start a community online you've got to feed it. The moment you stop that, you lose your community. We do have to have a very considered plan.

There's so much music available we've got to make sure that the amount we start providing is at a sustainable rate. We've already worked out the next 70 tracks for the US and the same for local markets. It's very important that we give UK specific tracks for example. Then there's the idea of custom packs. There's so much music, I'm a bit older, so I was sixteen listening to Big Daddy Kane, but the younger guys are like, "who?" There's a fantastic cross-section of music we can offer. There's the Backpackers Pack, the Back In The Day Pack, for the hardcore I'd like to see a Dirty Pack, and if there's a way we can do that – everyone's very concerned about censorship and adult content – we've got to get that balance between people who know the content and giving them the choice.

Consumers are very mature, right? There's a generation that's used to that language. We're giving the player the tools to put themselves on the world stage. In all societies and cultures there's extreme behaviour. We have a number of mechanisms in place, we have a certain amount of moderation of content before it gets online. All the content will adhere to the Xbox and PlayStation rules. There's a certain amount of checks in place and even if something becomes offensive the tools are there to flag it, to complain about it, to rate it. We believe that gamers and consumers in general are pretty sophisticated. We're very aware that when you put content out in the digital world it can take on different meanings, and I'm fully confident in good self-policing and community management.

I'll also be thrilled to see the creative behaviour. The camera is all you need, you don't need a green screen or worry about the lighting involved, you can be making short movies. There's the next director, there's the next A&R guy, there's the next rapper in our game. This is a very elegant way for Def Jam to represent hip-hop music in the game space. It has a lot to offer, it's about a culture, a state of mind, an attitude from top to toe. It's unlimited.

There are opportunities, yes. I don't know, I'm curious to see how that works. It's definitely very viable and it seems very interesting to people. There's a lot to work out and you've got to have all the systems in place and understand the ramifications and legalese that comes with that. It's very exciting to see that videogames are extending social interaction and extending opportunities to be able to not only engage with people and advance artists, help them monetise and push their career forward.