What people want - and I don't care whether it's a new console or a new handset - they want a reason and an endorsement of why they have bought that technology. They want to feel the reason why they have spent over GBP 400 on a PlayStation 3 or almost GBP 300 on a Xbox 360. They don't just want another first-person shooter. They want to have a qualitative difference.

It works like this with all sorts of products from cars to consoles. You want to pat yourself on the back for the wise purchase you've made; now it's all about expanding the experience. What we've done through our technology is create something that no other game has ever done.