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We have really good product that we think can, provide economical entertainment for people, but you can never take anything for granted, so we’ve got to look at trying providing value to consumers. At the end of the day the market will dictate, and we’re lucky that at the moment the market’s dictating that it likes our product.

Why did you decide to region code the DSi?
There are many different age requirements with games around the world. I’ve been involved with the Industry Body, and we’ve just had the Byron review, so it’s quite topical. As an industry, we are trying to take a responsible stance in that area, to make sure that we have people aware of what content they get, and that there is a certain amount of protection.

How would you like games to be rated in the UK?
We’ve been very much supporters of PEGI, because it’s pan-European, and if we just had an individually rated UK system it could limit what product you could get here, and have an impact on costs. But we want it to be as easy for people to understand as possible and, you know, the PEGI system works in other countries and it’s got support throughout Europe. So we’re quite keen to continue that.

So you wouldn’t welcome the BBFC extending its remit?
Video games are a unique product, and you can’t compare them to much more linear media such as movies or TV. Video games do require a certain amount of expertise, I think, to rate them properly.

How much life does the Wii have left?
A lot, we think. It’s got still really very strong sales in some areas. Some third party software developers now are coming to grips with what they can do with it. And you always find that later in the life cycle you get better games. And we’ve got some really fantastic product coming on the Wii. I mean, look at Wii Fit; there are so many people who would never have played video games are now playing that. And then they got the opportunity to play Mario Kart.

Surely the DS and Wii are bound to reach saturation point?
In the UK, there are 20, 21 million households. We haven’t sold that many DS’s yet. And we could potentially sell 2 or 3 per household.

Would you advise parents to buy the DSi early for Christmas?
I always advise people to buy early. One of the things that people don’t seem to understand is that factories are producing constantly; they don’t peak and trough. So we’re producing product all the time, but then everyone wants it all at the one end of the year. It’s just so hard to try and keep up.

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