Codemasters' CEO Rod Cousens is convinced that Formula 1 can do for them what has done for Electronic Arts.

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Cousens told MCV of the developer's ambitions for their fledgling franchise in a very recent interview.

He said: "Theres no reason why cant be as established and important a part of our annual release schedule as FIFA is to EA. I believe we won this licence because games are in the DNA of Codemasters."

Cousens added: "Other companies would have paid more, but it came down to the quality of the game. Someone would have to really go some way to beat us. And Im not sure whos out there that could do that."

By Ewan Aiton