You're very protective of the Top Gear brand. What was it about Forza and Turn 10 that convinced you to launch not just a licensing deal but a "creative partnership"?
The creative partnership was the key. I think we didn't know it, but that's what we were looking for because if you look at all the amazing track games like Gran Turismo and stuff, you want to be - it's like you want your track to be on Gran Turismo, you want something that is close to you to be rendered by Gran Turismo and that's like a badge of honour.
I remember - I mean, I'm 49 and I am a dimwit technologically so essentially, you talk about terabytes or whatever and I'm nodding off - but [Turn 10] said early on that their audience is sort of similar to the audience that we've got. We've got this core of real petrolheads at the centre, and then we've got, luckily, this bonus audience of people who go "Oh well I don't like cars, but I like watching Top Gear" etcetera.
They've developed a game that did appeal to the same sort of people in that way - not as hardcore as other driving games, but still a community. If I've got this right, they have kids who've made their own little scenarios in games using developer tools and they thought: "Well, hang on, let's give them all the tools to play with." And then you've got the workings of a community.
And I know it's corporate stuff, but there's a relaxed element too. It just made sense to us because Top Gear's a big brand. It came about in a bit of a shabby manner, we just sort of bumbled along while we were building stuff. So that tone in that meeting, and in those early meetings, was definitely intriguing to me. It's not like they looked at what we were and said "we'll pitch to tickle your fancy, get your tastebuds going" - they genuinely were like that.
So then coming back to your point, when Turn 10 came along and said "we'll handle the Top Gear brand", they're already there with this notion of appealing to people who weren't totally hardcore. Once you've got that, you know you're going for the same audience.