Rare's Mark Betteridge

We will continue to source and recruit the best people we can, with the most creative ideas. The simple way I look at it is that if we're going to build two or three titles, let's have 20 or 30 ideas all built from concepts and designs here at Rare. Let's cost and project each one of those, and what we think the opportunity could be, and then let's go right up to the wire and pick three.

If you can do it from a position of strength that way, that's much better than having a big team and having to constantly focus on the payroll, the bills... having to make something quick and get it signed with a publisher. You're constantly on the ropes with that method - and creativity is fragile.

To not have to have a huge cost base, but still come up with lots of potential concepts and have a more robust production forecasting method in terms of headcount and costs and opportunity... If you have all that information you can make much clearer decisions about your strategy - where you're putting your focus and manpower, marketing money and so on.

I think the industry's in a strong position because of the interest in it, and the strong revenues being generated by the big titles are right up there with any media at all. The only way it's gotten a bit out of hand - and why we're trying to be a bit ahead of the curve - is with the development costs, expenditure and time frames. They've not moved forwards quite as much as they should have, and there are games that are selling millions of units, but not generating the return for those businesses to enable them to reinvest and make the next great game.

The inefficiencies in the way that some things are being done mean that some people are running to stand still - you need to have a hit just to make your next game. The industry's got a lot of innovation coming this year, there's a lot of interest in it, we're bringing in other types of people that weren't customers before.

We're very proud of what we did with Avatars, what we did with Sky and the virtual living room - we're very pleased with the results, and what we've shown different content can mean to people, and there's a lot of innovation in that area that I think will bring new revenue streams.

So it's a very exciting time for the industry, and for us it's about focusing on how we can maximise the opportunity by being efficient and flexible. That's why we're making this move.