World in Motion

With something like fitness - and we're seen as experts in that field now after two released Wii titles - there's almost an infinite amount of material you could put down as DLC post-launch, from new trainers to new workouts, which might use the same exercises, but in a different way in order to target a different goal.

We might release exercises that use different accessories, such as dumbbells, for example.

I think the biggest change is that we're making the initial retail product as a sort of shell that we can slot whatever content we want into. From the initial design concept, that's the principle.

With our latest title we can change virtually everything, from the look of the front end, to update every piece of content and downloaded. So going forward, once it's in someone's home we can carry on changing the product into something else, and also selling them new content - not just for a three-month window after release, but possible for two or three years.

You see it with the dashboard on the Xbox 360 - look at the difference between that now, from when it was launched.

I think we're a relative success story in the UK market - there's been a lot of consolidation and closure in the past couple of years, and there aren't many studios that have grown in that last year, especially as aggressively as we have.

But I think that's because we're trying to play not just to our own strengths, but also to that of the UK development market. I see the UK market as excelling in several fields, and one of them is creativity. You only have to look at what's happened with the design-led industries, such as automotive design, fashion, music, as well as the games industry, to see that a lot of the best products in the world have been designed here. Maybe not monetised here, but the original ideas came from the UK.

The other aspect, and something that I think a lot of developers underestimate, as entertainment products become bigger and more all-encompassing, with social networks and other media such as film and television, and you're just part of a mix, you're working with more and more collaborators.

We sit here in GMT, and therefore we can be the central management and creative force behind these products - one of the reasons you need those teams somewhere central, like the UK, is because of the consolidation of the industry.

There are fewer and fewer developers and publishers, but more content being required by the consumer, so someone's got to provide that. As those developers and publishers get bigger, then need a higher level of expertise in the management and creative sides - and that's what the UK should be providing.

We haven't really touched on how the market has changed - I'd say the retail market, the boxed product market, is important for certain massive hits to have that consumer awareness.

But outside of that handful of major triple-A releases it's going to be much more about a bigger package, which involves digital distribution, might involve merging with other media, it might be supporting a film or book release, or a major product launch. So you might be doing things in association with the launch of a new car as part of the whole package.