Kuju's Nigel Robbins

I suppose there are several areas that are important for what we're doing at the moment.

First there's the current work-for-hire model, so where we have a very strong relationship with a publisher. When I say "superserve" I suppose it sounds a little corny, but it just means showing more empathy - showing more understanding of what their objectives are.

We certainly don't deliberately disregard a milestone, or any legal commitment, but it's about making sure we're giving that as much importance as the content creation process, and having in place a good structure that ensures we can highlight any potential delays that could cause friction or tension.

Now, there hasn't been a great deal of that - I'm not referring to any particular example - I just feel, with my background at MTV Networks, we placed so much emphasis on serving clients' needs as though a lot of this was just a natural process in a way where a creative would place as much importance on that as they would on the 80 per cent of the work they're doing that involves content creation.

So we need to make sure that the clients and partners we're working with continue to value that relationship, and that we can give them what they want.

The second part is the creative pitching process internally. I should think every studio head of every studio never has enough time to spend with their creative guys on break-out, creative think-tanks, and all of those wonderful things.

Unless you make the time for it, and create the culture where that is part of what we're doing - and it's not something we're just beavering away at on the plane - unless you get to that point it's always going to be... not so much an after-thought, but you'll never have the time you needed to finesse the pitch.

So I want to make sure that we place more attention on that - not just within the studios, but as a group just bringing the studios together so that we bounce ideas off one another, we pitch to each other and try and draw ideas from unlikely sources... not just internally, but externally as well. So we feel, when we get to the pitch point, we have the perfect concept.

Of course, a publisher may have other ideas for something that's more appropriate, but I think that's a very important part of a fresh-thinking culture that drives us and keeps us inspired.

The third part is targeting IP - things that are perhaps slightly outside of the norm. Already the games and film industries already work closely together, but I'd like to look at other opportunities where we pare back the process, and look at writing a game perhaps while a screenplay is being written - so you take it back as fas as it will go.

Also, to talk to book publishers about targeting some IP that's not yet been utilised in a significant way in games. The music industry, recording artists, TV and content animation - it's all a fantastic, vital source of compelling content.

So knock on more doors, create relationships where they don't currently exist, so that we can make better games - fantastic content that a publisher or third party, if we're looking at external funding for a project, would come to the table and be a part of.

Those are the three areas I'm going to work with the teams on in terms of generating a rich source of material for us to do with what we do best.

The fourth thing, that will sit within the Kuju group, is where we'll look at having projects under something called "K2" - these will be things that don't perhaps sit within a studio, but we'd still draw on some of the strengths within the studio group to help develop.

But they'd be projects that would be either fresh territory for us, or something that would require significant funding, so we're looking at a slightly different model. It's looking at things which don't currently exist, and would be in such areas as games with a purpose - everyone and their aunt wants to get involved with social or browser games, and it's no good just throwing ideas at it unless you have something completely relevant or innovative that's potentially going to be a game-changer.

There are other projects that would sit in that division, but the mainstay for us is focusing on those first three areas that will help us continue to grow and flourish.