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Namco Bandai's John Galloway

The Namco Bandai Partners VP outlines ambitious plans to be a top five publisher within five years

GamesIndustry.biz Something that's being talked about is the risk involved with genuine creativity and innovation when times aren't so good - how important is it for companies like Namco Bandai to push forward in that area? Will it be that area which sets you aside from others?
John Galloway

It's going to be a major part of it, yes. You can't get away from the driving genre, for example, and if you deliver the right product to the marketplace you'll have a big hit on your hands. So we're not going to turn away some of the key genres.

Are we going to take on Konami and EA on football games? Probably not. But will we take on Activision in war games? Potentially. Again, picking up the right movie licences is important, because there have been a lot of bad ones in the past. Warner is a great partner to work with.

GamesIndustry.biz I'm sure Eidos would agree with that about Batman: Arkham Asylum...
John Galloway

But it's a very expensive business too, and you need to be careful what you bring out and make sure it's a hit. It's a little bit like the movie industry as well - one in ten will actually become a hit, and if that one hit is big enough to cover the costs of the other nine, then great.

GamesIndustry.biz It does start to lead to that portfolio approach... But just finally, given that you have strong links to retail, with the onset of digital distribution and the concern caused to publishers by the second hand games market, it seems like a bit of a dysfunctional relationship at times?
John Galloway

If you're asking if there's a future for retail bricks-and-mortar, absolutely yes. From our side they're a key partner for us in the business going forward. You obviously have digital downloads, and Atari will be off doing that side, but I think in the market today - and tomorrow - they'll work very much hand-in-hand.

We've been talking about digital downloads for a while, and it's there, and bigger today, but the consumer still likes the boxed product, something they can touch and feel. There's still a service that they get from retail - understanding what the game is, asking any questions about it, giving them the confidence to buy.

So yes, they're key partners for us, and as we bring better products to market our partnerships with retail will grow a lot stronger.

GamesIndustry.biz You don't see that tipping point away from bricks-and-mortar happening in the next three-to-five years then?
John Galloway

I hope not. I'm too young to retire [smiles]

John Galloway is VP for the UK, Ireland and Nordic regions for Namco Bandai Partners. Interview by Phil Elliott.

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