BGS' Roy Meredith

I think we always have to bear in mind the value of the brand in everything that we do. I don't think we'll see the brand values of ChampMan diminish - I guess when you make a decision like that, there may always be people who will be dissatisfied with it. That's just the evolution with any brand - as it evolves, it changes, and there will always be shifting people that move out and move in, and what you've got to do is accommodate that with your thinking.

There will be people that, if we only took six months off from the PC game, wouldn't like that decision. We have to consider those people, but at the same time we can't be everything to everybody. We have to move on - I think there was more danger for us in staying the way we were, that would have been more damaging for the brand.

One of the things we need to make sure is that there's a quality threshold, if we're going to take it anywhere.

Authenticity within football has to be in there. It has to feel authentic, and there has to be realism with that. The database and the accuracy of the information needs to be absolute, and we strive for perfection. Now, there's no such thing as an entirely accurate database, but we have to strive for that - and we now have a lot more checks going in against that as well, which was part-and-parcel of these changes we've made.

Oh it is - but we've also got to realise that football is fundamentally an emotional experience; it's not always objective. It's one of the things that FIFA understands when they talk about video technology - it's cracked open on the goal-line technology, but they've said they don't want to do it for anything else.

I think that's a belief within FIFA that for something as black-and-white as the ball over the line, they can do it. But when there are laws that are subject to interpretation - like fouls - that's a judgement call, and that's subjective for somebody who's trained in subjectivity.

But they also recognise that it's those things that make football popular, because it's the discussion and debate around matters of opinion - those are the water-cooler moments, and what makes it the world's most popular sport.

So while we need to understand the rules of football, we also need to understand the drama, the tension, the emotion of football - and get that within the game. It's vitally important for a game like ours, because while you're right about the match engine, it's the drama of being 2-1 down with five minutes to go... if you tell your forwards to go all-out attack, you want to see that happen, and feel that urgency.

I think they're both the same answer - I think it's the diversification that we need to undertake. We're talking about doing something with Shanda, we're talking about a PC game although it's on hold at the moment, we're talking about an iPhone game - we have to get it right across those platforms.

Taking the brand out in different ways is a huge challenge for us, because we have to get it right - but also the opportunity is there. We have to be agile and flexible, and you need to be that in this industry now. Two years ago nobody would have predicted Apple and Facebook, and now they're there. We could be chasing completely different pots of gold, and different rainbows.