Scotland does social gaming

I think product portfolio plan is really to try and not fixate particularly to begin with on any one particular model. That there's still, I believe, a lot left to understand. The story's as yet unwritten, really. There's things that are becoming popular but it's changing rapidly enough that there's still a lot of opportunity for experimental stuff. We're not hitching ourselves to any one particular monetistation strategy out of the gate –we're looking at a sort of hybrid model. I think that largely our content will be free, but as to how you pay for it, there's lots of different ways you can do that which are appropriate to the type of game.

There's a tendency for the monetisation to drive the design, to the point where it becomes hard to move outside a particular design constraint, and we think that there's opportunity to do other ways of monetisation that allows for different styles of product, and for them all to co-exist. We're not out to do this type of monetisation, this type of product and that's the one that's going to be successful – we think there's still room for experimentation.

I think there's lots of room. There are types of products that have become successful and it'd be silly to not look at them and try and determine aspects to them that maybe you feel are cool and you're interested in recreating yourself, but in terms of just doing raw lists from other successful games... There's certainly quite a few Angry Birds rip-offs and there's millions of Farmville games as well. In terms of doing straightforward rip-offs of successful projects, we're not really interested. That's not our game plan. I think you can learn things from looking at those types of products but that doesn't mean you have to try and recreate them.

If you actually think about what is happening to the games industry right now, we have more people playing games now than ever before. The fact is they're playing some types of games that maybe people having been making, so I think there's pain going on right now across the board. But in the long term, in 10 years' time, 20 years' time, absolutely everyone on the planet or at least a vast percentage will have games as part of their lives. That can only ultimately be positive. I think that traditional games, huge products, they're not going away – it don't think it's going to disappear I just think all we're doing is expanding the styles of offering, we're not shrinking it.

Part of our interest in doing is these games is because they're so rapid. Having started in the games industry during the early years, there's something really exciting about having small teams working on rapidly-created products. It's a very cool sort of indie vibe, but it doesn't have to be marginalised. Indie doesn't necessarily mean no success, it can be big. It can mean massively successful, and there's already examples of that. There's clearly an audience for lots of different type of product. I don't think it's the death knell for anything, I just think it's an expanding thing.