Do you feel that the global economic situation is affecting Sports?

I don't think EA Sports... It's affecting our industry. The numbers bear out that it's affecting our industry. When you look at the best numbers typically come out of US, the NPD, and it's been a tough year. The optimists moot that it'll come back up again in the second half of the year and it'll get back to black year-on-year. Back to your earlier question on the - that's going to help. You'll sell, hopefully, more for slightly less money, more units of hardware, new gamers coming in and buying software. That's going to help enormously. I think the will do well to get back to black.

Would you like to see 70-80 GBP games?

Noooo, I don't [hesitation] I.... no.

I wouldn't. In today's world, look at and the conversation around that at 65 GBP. I can't... no... I don't think anyone wants to see that, nor can I imagine a 70-80 GBP disc game experience. I just don't think that's where the industry is going. I could be wrong. We certainly have no plans to start charging what is the equivalent of...

An enormous amount of money. 120 dollars or something?

The threshold of pain with the consumer. They'll go 'I can't afford that'. I think the industry is well positioned with it's pricing right now and we all feel comfortable wherever we're sat.

Have you considered going the or route, with any games and external peripherals?

We've got the neoprene strapping in Active. That works well. We certainly, in our games label, have Rock Band. We're going to watch what do with the board and Guitar Hero. In our world we're very comfortable with what we're doing, but if there is anything we'll do on a peripheral basis we'll probably focus around fitness.

So you are considering new fitness peripherals?

No. What we're doing is we're already doing the neoprene, but I'm calling that a peripheral because it's not just a game. We're very happy as a company about Rock Band and The Beatles, but as EA Sports if we do anything it'll probably be around fitness. No announcements.

Do you believe that licenses are important to your series'?

We always believe that when we listen to gamers they love the authenticity of what we do. I'm a huge fan, and when I play I want to play as Liverpool, my team, not as Stanley Park. I think it's important that my team wears red Carlsberg shirts, Liverpool, Gerrad, number 8, Torres. That's not to say that other companies don't have the opportunity to make generic games, absolutely they do. To us, we've created a positioning that 'it's in the game' and that's who we are, and for better for worse that gamers across two decades have expected. Licenses are important because authenticity is important. There are situations where we have a different licensing like Nike where we create our own intellectual property. That's the same with Mixed Martial Arts where we're creating our own IP, and bringing together license of a different level which are the fighters. You won't see us do a generic game of mixed martial arts - that's not we do.

Thanks for your time, Peter. Enjoy the rest of the show.

By Luke Guttridge