Zattikka's Matt Spall

On quality really. It's quality and experience. It's what we think we've got over everybody else. It's the heritage of the people who started the company, so Tim [Chaney - CEO] is from Virgin Games, and that wasn't a small company, and then my background is 20 years in videogames – I'm not coming at it from a different world where it might be a marketing thing – Flash for me has always been a games format and casual has always been a proper games format.

It's about the quality and it's about the market. And also it's addressing the correct market space. The thing I'm going to keep banging on about I'm afraid is that as long as you're producing content that's directly aimed at the market space that you're attacking, then you tend to stand slightly above everybody else's product.

There's a gold rush going on, definitely.

I think it's really important. It's also knowing how to talk about the product. Getting a product to market isn't just a matter of releasing it. Actually making a game and getting it on somewhere, on the iPhone or anywhere else, is only half the story. Getting people to know about it is also a very important factor associated with it. And the nature of videogame marketing I think maps across whichever format that you're working in.

So really letting people know about the quality and using the network of press and marketing and general announcement network that comes along with the traditional videogames market applies. And a lot of people just don't know how to use it.

There are a lot of ways you can do it. There's the obvious, which is advertising, but no one's going to get rich on site advertising. So there's a lot that we've been doing and work we are doing in relation to in-app monetisation. So that's through things like selling levels, and doing a lot of the things that guys like Playfish and Zynga are doing, where you've got game upgrades and items but also, on a more social level, we're also looking at options in relation to meta-items and site upgrades and game upgrades. There's a whole broad range.

I think so, but I also think there's a lot of work to be done in relation to how you present that to the user. Right now it can be a little bit grotesque – like when you get products where people just say, alright well you've played ten levels now, if you want the rest of the game you're going to have to pay. That's a bit unfair. I've experimented with that in the past, and it doesn't really work. So really you need to give the user a product that essentially is good in the first place but will be better if they invest in it.

I think we've got to do some experimentation on that. There doesn't seem to be a huge number of people on iPhone that are actually using that service. Because it very much depends on how you run it as well and what type of product you've got.

Again, game upgrades, things like buying extra levels and stuff, I think has the same problem – if someone buys your game and then halfway through the game you charge them for more game it's like going to the cinema and watching half the film and then having to pay to see the rest of it. It's not necessarily the case because what they're getting for their money is what you've delivered to them and then what the user pays for afterwards is in addition and it costs more money to make it. But unfortunately with things like an upgrade halfway through the game it feels a bit jarring as a user.

Then you can go down a lot of routes like allowing people to buy stuff that makes their game more interesting, so that might be a different suit for their character or a cheat mode – things that enhance the gameplay rather than extend the game as it stands. We still need to do this experimentation really. To use the film model again, you wouldn't expect to pay halfway through the film to see the end of the film, but you probably wouldn't mind paying to go and see the sequel – which is new content, essentially a new product.