Ubisoft's Alain Corre

If you can surprise the consumers, if you can innovate and bring something new fresh then you have huge opportunities. We're trying to do that and we have a lot of hope with our fitness game Your Shape. For the first time we'll be able to offer a camera with the package and players won't need a controller in their hand. The possibility is to open up interactive entertainment to a new population who have previously been afraid of any controllers. The Wii market still has huge potential, you just need to find the right angle and be different enough and innovative enough to please people. There are hundreds of games and if yours is a 'me too' title it will drown before even existing.

Well the camera hardware already exists and it's just adapting that to our game to make sure they work well together and are precise. It's a different team and they have different skills to those that develop our hardcore games so cost isn't significantly higher. We also study all the casual groups to make sure the population we're aiming at will be pleased by the product. It's a different way of considering your consumers. There's one thing in common with the development of Assassin's Creed 2 and Your Shape, and that's we are trying to bring something new to the consumer.

Q Entertainment is excellent in bringing new concepts and different gaming experiences and they are also very advanced and specialised in how to exploit the music genre. We wanted to partner with Tetsuya Mizuguchi because he's a famous character and we can share a lot of about what will be the next videogame market in five to ten years. Sharing ideas with this kind of genius brings a whole lot to the company and all the teams making different kinds of games.

We have been researching the music genre a lot. We know some iterations of music games are working very well in the music category. There are a lot of new things to invent in the future with voice or dance, so we're very much looking at what we can do in that respect.

It's a challenge for sure. We respect very much the FIFA and PES brands because they are excellent gaming achievements, they are bringing everything to the football genre in a perfect way. So we didn't want to be in that segment. But we feel that especially on the Wii, with the population playing that console, people want more easy and casual games, more fun, and we believe that with Academy of Champions we are taking a different route. We still have all the football rules, and it feels like a soccer pitch. But we feel that there's a opportunity in the Wii market after Mario Strikers to have success. And hopefully Pele will help us promote that.

Exactly. What's impressive is this man has been travelling the world since the age of 16 and has had success all over, but he still remains humble. He's very interested in people in a very genuine way. The fact that he's spending his time trying to promote games that can bring something to kids and he's so passionate about that, for us it's a lesson. He's 69, he could retire.

What we like is they can offer new ways of experiencing gaming. It gives plenty of possibilities for us as games creators to invent new possibilities of gameplay. It's a revolution because we've always been used to controllers and now you either don't have one at all you have something that isn't intimidating. It's something we have to integrate and invent games that we have never experienced before. And hopefully it will grow the industry and make more consumers come to games because we are getting closer to them and there are less and less barriers to playing. Ultimately that will expand the videogame industry in the next ten years.