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MCV 11/06/10 59 ROD COUSENS, CEO, CODEMASTERS ‘Masters at arms
Spirited Britsoft publisher Codemasters has seen some smash hits in the last 12 months. Fresh from its new partnership with Indian games firm Reliance, James Batchelor speaks to CEO Rod Cousens about how the company can match blows with the big boys…
IN MANY WAYS, the Codemasters that will be attending this year’s E3 is an entirely new operation.
The company has grown with the retail hits it has seen since last July – most notably, the chart-topping best-seller Ashes Cricket 2009, as well as the million-selling Dirt 2 and Codies’ first title under the Formula One licence. Such success can only boost a firm’s confidence as it prepares for the biggest gaming expo of the year, but it is Codemasters’ partnership with Indian outfit Reliance that will truly make it a fresh face in Los Angeles.
Back in April, the Britsoft publisher announced that Reliance Big
Entertainment, one of the biggest players on India’s games scene, had purchased a 50 per cent share in Codemasters. The company’s gaming division Zapak is the largest of its type in the country and has established interests in the online casual games and MMOs markets, as well as a chain of gaming cafes and a distribution network. It also watches over mobile games developers Jump Games. Codies claimed that this new investment secured its long term future and put the publisher in a better position than ever – and it seems the honeymoon period has yet to wear off. “Reliance is intent on being a media powerhouse and our DNA is a good fit,” says Codemasters’ CEO Rod Cousens. “It is progressive and has demonstrated this through Zapak and Jump Games. “The fit suggests a combination of traditional publishing, digital delivery of content covering mobile, casual, social and MMO games and access to high
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growth emerging markets where the global economy uplift is weighted to Asia in the future. To me, all those pointers are positive. The potential is beyond that on offer within some of our competition.”
DIGITAL DREAMS
The obvious benefit of Reliance’s investment is the firm’s experience with online gaming models. With the industry becoming increasingly download-focused, Reliance can take Codies’ world renowned brands to new audiences. Given the broad appeal of franchises
such as Dirt, Ashes and Formula One, this is something the publisher is
Reliance is intent on being a media powerhouse and our DNA is a good fit. It is progressive and has demonstrated this through Zapak and Jump Games.
MCV INTERVIEW
particularly keen to explore. “Of course it is important and we have to make the most of that,” confirms Cousens. “The product designs will be targeted towards a digital element and the monetisation thereof. Racing and all that is involved lends itself to that. There is great potential for Cricket Online in markets such as India, for example. By working with our partners at Jump Games in mobile, we can also achieve a great deal together.”
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