Gary Dunn, SEGA Europe senior vice president - Production: Our UK internal studios are probably the bedrock of our business. Certainly, when I was signing off our studio bonus scheme and I was signing of the incentives last week, for the second year both Sports Interactive and Creative Assembly are outperforming their business plans from a profitability perspective. These guys are on top of the game, it's a real testimony to the games they make.
Q: How does the top brass at SEGA in Japan feel about the company having become almost UK-centric?
Mike Hayes: Well, when we continue to hit our revenues and profit targets, they're delighted [laughs]. CA and SI are very integral to that. But we have a spread - let's not underestimate what Sonic does for us, and what we've done with Mario and Sonic. Those are the behemoth titles that have done very well for us. But at the end of the day, regardless of where you are it's the fact that you have to have an internationally appealing game and brand. I think SEGA's fortunate that we've got two excellent UK studios, but the point is the majority of sales, particularly for the Creative Assembly, really have to be outside of the UK. So it needs to have an international appeal - certainly with Total War we get that. I think we're in very, very good shape, actually.
It's interesting: Creative Assembly are seen as the jewel in the crown of SEGA. That's an interesting thing, I don't think that would have been a thought about that fifteen years ago - but probably Creative Assembly has the consistent highest quality in terms of gaming for any studio, so SEGA's very proud of both. But as Gary says, when you break your targets, everyone's happy.