60 MCV 11/06/10
MCV INTERVIEW ROD COUSENS, CEO, CODEMASTERS
THE LINE-UP
What you can expect to see from Codemasters at this year’s E3…
INTERNATIONAL CRICKET 2010 The spiritual successor to Ashes Cricket 2009, this title will delight sports fans with an enhanced engine, better gameplay mechanics and more on June 18th.
F1 2010 The first Formula Onetitle developed for PS3, Xbox 360 and PC, which is set to surpass the Wii and PSP predecessor with more realistic handling and visuals.
The post-investment Codemasters is still young, but you can be sure the last two months has seen plenty of development in its digital efforts. That said, Cousens is quick to assert that Codies’ E3 presence will, for the moment, retain its focus on games that will eventually launch as boxed product. “Packaged goods remain the mainstay of the business today and we look to grow that business,” he explains. “While the focus is on our core franchises, we will not shy from introducing new franchises and will be doing so in the first quarter of next calendar year with Bodycount and we believe we can make this a success. “Therefore, the emphasis at E3 will remain on our retail line-up in the immediate term and we will be working with our partner in the US, WBIE, to present this to the retail community. We will be showing the line-up for 2011 and beyond behind closed doors.”
DIRT 3 Following the success of Dirt 2(1.7m units sold worldwide), Codemasters is promising a few surprises for the the next entry in the best-selling Dirtseries.
And while Cousens claims it will continue to support the High Street, Codemasters’ line-up could be very different in the years to come as it draws on Reliance’s resources, Zapak’s reach and Jump Games’ talent, as it continues to develop its own proven studios and properties. “Traditional publishing remains the most significant aspect to the business,” says Cousens. “If there is a shift, it is away from fixed cost, physical distribution infrastructure which can be accessed with strategic partnerships who have local market
OPERATION FLASHPOINT Operation Flashpointmade its triumphant return last October. With military shooters on the rise, Codies will be working hard to stand out from Call Of Dutyand the like.
BODYCOUNT From the creative director of the hugely popular Black, this FPS will deliver high-octane action and stylish visuals in order to shake up the shooter market.
strength, and a scale of infrastructure which gives them competitive advantage in those markets. “We are cognisant of the growth of digital revenues as a percentage of business for leading publishers and, certainly in terms of the PC segment, it is exceeding that which can be derived from packaged goods. “Thereafter, we anticipate marked revenue gains in emerging markets where the access is via digitally distributed content for personal computers. Codemasters has always punched above its weight in this space and has prepared its readiness early on. We are, first and foremost, a creative force and will focus on this, owning IP and building communities.”
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WINNING STREAK But Reliance isn’t the only feather in Codemasters’ cap. In 2009, the publisher enjoyed one of the best years in history thanks to a string of retail smash hits. In its next fiscal year, Codies plans to build directly on the success of these titles with sequels and spiritual successors, as
We do not intend to stand still, we want to build. Codemasters is a forward looking company and, come the revolution, we’ll be ready.
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Codemasters will continue to focus on the likes of Formula One, but will introduce Bodycount (left) next year
its multiple iterations and evolution – makes it tough for a game of catch-up by others.
well as branching into new areas. “We look to build year-on-year and our fiscal year 2011 should see growth over the prior year,” says Cousens. “The line- up will feature International Cricket, F1, Bodycount, Dirt 3 and a new chapter in the Operation Flashpoint series, so it stacks up favourably.”
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One area Codemasters has always been particularly strong in is the racing genre. From the mud-soaked affair of Dirt to its early efforts with the Formula One licence, Codies is one of the leading players in this sector and the publisher is determined not to lose that position. “We respect all competition and are not complacent. Our position calls for respect in return and we should not fear competition. The EGO technology – and
“Having a line-up which features Formula 1, Dirt and Grid means we’re up there and we will continue to improve and to make the design and experience a compelling proposition for the consumer in any form.” Meanwhile, Ashes 2009 proved once again that Codies is the king of cricket gaming. With an enhanced iteration out this year in the form of International Cricket 2010, Cousens is confident that it can retain its mark on the field: “It will be different and its appeal will be to a broader audience and in markets beyond England and Australia, so it has the potential to do so. Don’t forget that we will also be publishing additional DLC content later in the year specific to real-life tournaments which will give this title a long shelf life. “We think the reach of our cricket games will go beyond traditional markets and will also take in more segments. There is great opportunity in online and in the Indian market. So, there is a lot more to come yet.” “We do not intend to stand still, we want to build and we see ourselves as a highly creative resource,” Cousens concludes. “Codemasters is a forward looking company and come the revolution, we’ll be ready.”
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