On a higher level we succeed in what we wanted to achieve. Alan Wake on console took a long time but I felt that we pushed the envelope in story-telling and certain themes, we wanted to build a thriller. It is a craft and we do treat it as art and we have something to say with each game. We have a certain thing about our games, they're accessible to the mainstream but they also have something about them, they have a personality. Ridley Scott can direct a commercial, a TV show or a movie, it's still a Ridley Scott creation. Maybe the business models around games will change but so what? It's still about content. These all serve a very different need, a very different appetite. There's a lot of doom and gloom over triple-A games. Do YouTube videos destroy the value of Avatar? I don't think so. But obviously we still go to the cinema once a month and now download movies directly with a new business model, but the content hasn't gone away. If you look at TV and film in the 50s and 60s, with television coming into the living room people thought there would be problems with cinema. More than five years in the making, Alan Wake scored a Metacritic rating of on 83 on Xbox 360 and with the PC release has sold over 2 million units.

So long as you create good content and know how to create good content you can get it out there. I'm not too worried about where the business models go. I think for us going forward it's really nice to have a mix of projects. So we're very lucky to work across those platforms and reach those audiences.

The only way you really learn is by shipping something, going out there and doing it. I sincerely hope so, it's very good for us business-wise, it keeps us going.

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