Blitz Games Studios' Philip Oliver

More casual you mean? Absolutely. I think first generation software is always going to hit the low hanging fruit first. It was pretty obvious with dance and exercise that if you want to go after the casual market, those are both great genres to do - and look at the technology inside Kinect - it's a natural fit. So it's kind of obvious - but that's what first generation software should be. That's no surprise.

Now that it's launched and people see what it is, they're getting to grips with it and understanding it more, we can see some interesting second generation games will come to fruition. Can't talk about them yet! But trust me they will come!

I think that there are too many exercise games - there should have just been one, The Biggest Loser, because it is the best! You can quote me on that!

But yeah, there probably have been a few too many exercise games, I think that the problem is that everyone thought the obvious and went after them. I understand that Microsoft did dissuade a few companies from doing certain games, no names off the top of my head. I think they try to make sure there isn't too much competition.

But I think all the different developers have been bringing different takes to the exercise genre, and actually, it's proven through Wii Fit that it's a huge audience. In fact, ours is less exercise and more weight-loss, and that's how it's always been marketed.

I should hope that the core market are intelligent people, and have a vision - they can see what is coming. That's what they need to get their heads around - Kinect being available on their favourite console, it's made more opportunities available. Now it's up to the development community and the publishers to use those opportunities. In time those new games will come.

All of our lives, we've never worked for anybody, so we don't know any other way. We've always just walked into work and motivated and driven things forward and gone 'hey, this looks cool, what can we do with it? Is there money in it? Does it make good business sense?'

So that's kind of what we do. To come under the umbrella of a big corporation, I don't know how we'd handle it. I would say that sometimes there are advantages. We see other companies - like Harmonix for example, we were working very closely with great people at Harmonix, because we took over the Karaoke Revolution from them just as they got mergered. For a good few years it looked really really rosy.

It's probably still really rosy now, although they're up for sale! There are lots of advantages to being part of a big organisation, ask Bizarre Creations this week about that one.

I think the owner of Bizarre Creations is probably on a beach somewhere, you can track him down and ask him. Think he's probably happy. As for the staff themselves...

One of the things about Blitz is, we look out for people. All of our employees are our friends and we try to do the best by them. We didn't set up Blitz to become rich, we set up Blitz to carry on making games with lots of other talented like-minded people. That's the philosophy of the company.

At the moment, we've been able to continue doing that. I won't say it's always been easy, because it hasn't. Times are tough and I sincerely wish that our UK government would be a bit more like the Canadian government. I'll keep trying and keep pushing, although it seems like a locked door at the moment.

It's very important - and I think Bizarre Creations are probably thinking that right now. The market's always changing. To not be diverse would be a huge mistake right now. We're a huge company - we're 230 people. If we said, we're going to focus only on shooters or only racers, or only a particular area - then you can get a good few years, but you only need one year for the market to shift.

The market can shift for a lot of reasons, the product's not in vogue, or a competitor comes out with a better product or whatever, that's it! You're out and there's no going back. Having a diverse portfolio and the mentality within the studio to keep changing and addressing new challenges, it's vibrant and fun and challenging and interesting, but actually, it's safer to be that way.

As one area starts to drop off, another area starts to pick up. We kind of have this motto: To diversify is to stabilise. That's what it's all about.

Creating big, boxed product IP is something that's kind of beyond us, and something that's beyond most independents. That's because it's a changing world. If you look at where the new IP is coming from, they're not in that space so much.

In fact, I would argue that things like Moshi Monsters and Club Penguin are better examples of new IPs. So we are definitely exploring other areas of where we can create new IP, but also, IP does suggest, the way I'm thinking of it, a title.

With Blitztech we've created a phenomenal amount of technology IP and we have a few interesting things in the wings which are coming soon, which are not title-based IP, they're bigger than that. They're probably more important than that too - news of that will be coming soon.