Q: You mentioned a couple of titles - DiRT 2 was also well-received, and that franchise seems to have found its own place in the market?

Rod Cousens: Yes - again, if you step back, none of this happens overnight. If you go back to the first one, and the evolution really of Colin McRae Rally into DiRT, we took a position then on approaching that market with DiRT and GriD - and we've added to that with Formula 1 - but what we've managed to do is move off of a position of novelty appeal with the first game and strengthened it with the second.

That goes back to the point I was making with Flashpoint - we set out on a path to launch these every other year on the basis we weren't prepared to compromise quality. You play to your strengths, and one of our strengths is racing - and we're establishing a foothold in that particular segment which I believe is going to be very difficult to beat.

Yes, people will outspend us in terms of development and marketing, yes, some of our competition comes from the platform holders (where clearly there are benefits to being a platform holder versus a third party), but we stand up against them. If you measure us against them, we stack up with the best - and I think that's been recognised throughout the industry. A statement would be: "Yes, we do good racing."

Q: Both DiRT and GRiD have benefited from being focused on what they want to achieve - and with some of the other titles around, recently or in the next six months... Forza, Need for Speed, Gran Turismo... it must be satisfying to see it evolve?

Rod Cousens: Yes, because ideally what you get down to... I don't say this flippantly, but one of the easiest approaches to the market if you're sat in that position is to throw money at it. We haven't got that luxury.

We listen, and we respond - so as a company we try to be extremely agile, responsive to our consumers, and give them what they want. That's the experience.

We will bring you Part 2 tomorrow.