Capcom's David Reeves

Indeed. And Capcom didn't quite go there. It tried to fit some of the IPs into the Wii, as it did with Monster Hunter. The other thing is what we're trying to do is make Capcom a little bit more European in terms of localisation. Capcom, Square Enix, Konami, and to a lesser extent Sega, really doesn't localise into into 14 languages that EA, Warner and Disney would do. It's quite difficult to convince R&D people because it doesn't pay back immediately to take the game into Russian, Polish or Arabic. But that's where the market is expanding into.

We were in the Middle East and it's amazing how many games are in Arabic. There are so many children between the ages of five and eight that don't immediately understand English and they're buying Arabic games for those platforms and it's huge business. You go on to the High Street in the UK and it's a little bit depressing but the stores in Dubai and Saudi Arabia are absolutely brimming with games. It's not just PS2, but PlayStation 3 and Xbox 360. It's amazing. That's where all the money is made.

I see it the other way around. I'm learning more from Capcom than I did at Sony. The Capcom experience revolves around real quality experiences and I've learnt a lot in my first six months at Capcom. The way they approach the business from a commercial point of view and from a financial point of view relying more on PR build up with assets than actually going out and buying in media. I'm still absorbing a lot, not just in London but in San Mateo and Osaka.

I think Sony is trying to pull a plan together that involves the televisions and the whole entertainment division - 3D has to be the way they go. They've got to push it, but gaming, from a 3D point of view works better than films. Most games are almost already 3D. You don't have to worry about different camera angles or shooting scenes in different ways. It only takes five or six lines of code to change it from a normal game to a 3D game. I remember working on MotorStorm and the guys did a 3D level in about three weeks. What I think we'll see is that certain parts of a game will work very well in 3D and you won't need to make a whole game in 3D.

The other aspect is it's quite a strange feeling to play games in 3D. I've played quite a lot, 15-20 games and not necessarily Capcom titles, and when you play them intensely like WipEout you get a sick feeling, so you have to be careful about it. When you look at racing games in 3D and a lot of action adventure games it is a step change. If it works well in 3D then publishers will do it in 3D because it's not a massive expense to do that.

Five years ago not everyone had flat-screen TVs but now, depending on the country, it's standard. TV is one the first things that people will buy, they might buy a new TV before they buy a new car.

It is for some people. If there hadn't been a recession it would have grown a lot quicker. But when you see it, it's actually quite mind-blowing. It will depend on finding two or three really good applications to sell it. I've seen some as a publisher, and no doubt other publishers have seen it, from first-parties. On the same token, when I did some consultancy work for a film company it was an enormous amount of work to retrofit 3D to movies. It just didn't work and it was really uncomfortable.