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MCV INTERVIEW ROD COUSENS, CEO, CODEMASTERS
Britain’s got talent After Square Enix’s purchase of Eidos in April, the once almighty Britsoft community is all but dead – with the proud exception of Codemasters. Tim Ingham catches up with Rod Cousens, the global boss of the UK’s last true publishing giant… You’re putting your biggest ever marketing campaign behind Operation Flashpoint. Why did you pick this title for special treatment? It has been a long time coming and is in great demand – as the gaming sites and magazines will testify. This is backed up by our internal fan base, CodeM, which has more than two million users. It is a game from our internal studios using our proprietary EGO technology, the same technology that powers our racing content. Dragon Rising proves that EGO is multi-genre, multi-platform and stands for quality. It is a flagship franchise for the company and will have an ongoing DLC support programme in 2010. How strong is Codemasters’ line-up for 2009 compared to previous years? The slate in the calendar year is the strongest in the company’s history. Overlord 2 and Minions, Cricket: The Ashes, then look out for Dirt 2 and of course, Operation Flashpoint Dragon Rising. On top of that, we will release our first Formula One game too. Our activity in the MMO space will be enhanced with the release of Jumpgate. We’re not complacent, and we’re respectful of our competitors – but we also believe we will take some beating in certain segments and that is something that our employees should take pride in. Success on Wii and DS hasn’t come easily. How can you remedy this? Nintendo benefits from broad support, as demonstrated by the offerings piling into it. The typical demographic is well served – and it could be said is spoilt for choice. Our research suggests we should move beyond that and appeal to an older element with our game design, but target the family as a whole. Over the coming months you will see us publish Overlord Dark Legend, Cricket 09, Dirt 2 and Formula One for the Wii, while the DS will be supported
with Minions and Dragonology. Our presence may well increase as a consequence. We pick our bets.
Do you feel like Xbox 360 and PS3 are now reaching a respectable installed base? These platforms are continuing to grow and with further anticipated hardware price cuts and added value propositions there is no reason why that growth cannot accelerate at the back end of this year. Nintendo’s projections are also impressive and then of course, the mobile devices are gathering momentum. Online communities are also growing in various forms. The consumer has more choice than ever.
As the last major British publisher, do you believe we are we still a world leader in development terms? The UK continues to be a creative force. The best-selling game of 2008 came out the UK. I view that as a good indicator. The fact is recognised in recent M&A activity, where foreign companies have invested in UK companies to broaden their global offering. The movement in foreign exchange rates has had some influence on Games have assisted the that and the UK can now disadvantaged and given regard itself as a costeffective location where hope to the young. We should creativity flourishes. But showcase that fact. the future is digital and that Rod Cousens, Codemasters means global access for the talent – wherever it resides. Does being a major company in today’s climate make it easier or Should we consider Codemasters harder to survive the recession? the world’s racing games specialist? It remains a significant segment. We know It is a challenging environment for all. Clearly resources, particularly financial it, understand it and we can grow share. strength, mean such companies are We alternate the Dirt and Grid franchises better placed than most to weather the to avoid compromising quality and we storm – but they also contend with the annualise Formula One. That makes for a overhead structure which can add compelling strategy. significant drag. Dinosaur distribution There is always competition and most structures are no longer enviable while publishers include a driving game in their variable cost access is appealing, pending portfolio, but they will have to go some way to beat us – even those with pedigree. the shift to digital delivery. Those with the ability to invest in content creation It’s in our company’s DNA and we’re and invite user generated content to fiercely proud of that – but it’s not the expand the offering while also investing only thing we’re all about. in the technological infrastructure are best positioned for the future. You’ve had quite a reshuffle recently, with Jeremy Wigmore, Can you see Codemasters acquiring Alex Bertie, Jon Tibble and more studios/publishers and/or major coming in. What would you say this licences over the next 12 months? new team brings to Codemasters? I think it unlikely. We are intent on By assembling this layer of talent, we organic growth through investment in punch above our weight and it says a our internal studios and IP ownership. lot about where we are going. We are preparing for the future and for seamless We have ramped up our development resource in the last 12 months with the management succession. They know what they want and how to get there. addition of a former Sega studio, the
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takeover of Swordfish and by opening in Guildford to extend our reach and talent pool. Around this, we have completed a new complex of some 32,000 square feet at the company’s headquarters, which is predominantly allocated to product development. It is a significant captive development resource which makes up more than 70 per cent of our global workforce. These internal studios are all powered by EGO tech, demonstrating how scaleable it is. What about being bought yourselves? Have you seen any interest? I have long given up on speculating. We are intent on building value for our stakeholders and if that attracts suitors then we will deal with it at that time. We strive to attract choice and there is a lot bubbling under the surface. Hotbeds of creative talent are always in demand.
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Is flotation still an ambition/possibility? We contemplate all options but the markets are dealing with bigger issues right now. When it settles down and industry valuations return to some normality then I am sure they will be open for business for the right opportunity. How do you think the industry can improve its image in the eyes of Government and the wider public? The lack of attention and awareness was evident in recent UK Government propaganda on the future and readiness of the digital era – to the extent it was tantamount to a slap in the face. The lobbying element clearly has some way to go. One aspect we should push is the integration in education and support of worthwhile causes such as the involvement with The Paddington Academy. The industry should showcase what it does – how it has had a positive