In this business, because the majority of success is due to word-of-mouth–which is a result of websites and magazines–and since the product is on its own is our concern.

What happens when the next generation consoles come out madden 23 coins? Do you keep the same price or do you raise it up?

When the typical sports fan or the average sports fan, enjoys the fantastic gaming experience, and is playing for hours and discusses it and has a complete understanding of the gaming experience, I think we’ll be able to push the cost up.

Is it time to get back to par with the rest of the field?

We believe there’s a chance yes.

It appears that you’re very aggressive when it comes to selling to a market that isn’t familiar with the Madden product, as an example. What percentage of your sales are you expecting to get from people who are new to the genre of sports sims and what percentage are you hoping to take out of the Madden camp?

We’ve viewed it as a fact that Madden is a fantastic brand. Anyone who has purchased equipment last year or are planning to purchase it next year or this year, are less avid players. There’s no reason why we cannot get them to participate in sports. At this moment in the cycle one method to get them in is through the cost.

And what about the Madden fanatics?

We’re sure there’s plenty of passionate sports enthusiasts who are committed to the brand, and especially that dedicated, hardcore player willpurchase this game along with other sports games they’ve purchased.

What do you think about those from Madden’s team are responding? Madden team are reacting to this?

They’re definitely great competitions. They’re a top-quality product, they’ve had a huge market share, and they’ve done everything right. I’m not sure what they think, but I have a sense of how we think and we have a great quantity of admiration for their work however, we believe it’s a large cheap mut 23 coins market, and we’d like to get only a tiny piece.

Thanks, Paul. Steve is it possible that your choice to bring in Take-Two as co-publisher of your games indicate it’s possible that Visual Concepts wasn’t entirely pleased with the service it received from Sega regarding service and distribution?