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Social and casual games have, he said, massively expanded the global gaming audience from 250 million a couple of years ago to 1.2 billion – but that this audience has radically different demands than the traditional 'core' gamers. Just as consumers have taken control of music delivery by abandoning CDs in favour of digital downloads, and just as TV viewers have moved away from schedules toward content-on-demand, he sees the future of interactive entertainment being all games available on all platforms when the gamer wants them.

"Our vision is to be away from your company or your platform in the middle of your creative vision into a set place where the consumer - because the reality is, they placed themselves there, no matter what you do and you need to offer opportunities . to come to them, to all you in touch on any platform that 's available.

"They will use technology against you, unless they work with you to qualify you must provide a connection to experience how this works in other industries, Netflix, Apple and Amazon have all shown -.. The reality is, there are the same for us ... "