Eurogamer: How did the deal with Insomniac deal come about? What attracted you to them?
David DeMartini: This is going to sound like EA speak, but I'm not an advocate of people working on games for a single platform. It's limiting.
I understand why it happens. I certainly understand why Sony and Microsoft are willing to pay to get developers to make games just for their platform. But you can maximise the value of your studio by developing high-quality IP on multiple platforms. It gets you out to the broadest audience. It allows the game players to play on whatever platform is their preference. It doesn't force them down a particular type.
With Insomniac, they've been working with Sony for so long so successfully - great partnership. What was most rewarding was to be able to work with Ted [Price]. They were open to the idea of multiplatform development. To be able to convince them, if you will, or offer them an opportunity that was so compelling that they would decide to break out of the mould they've operated under for a long time, it's a risk for them.
But it's going to be a huge value driver for them: the creation of new IP, multiple platforms, it's going to be a great opportunity for them. I have all the confidence in the world they're going to execute on multiplatform because they're Insomniac.
Eurogamer: Did Insomniac initially want to do their game exclusively on the PS3? Did you convince them otherwise?
David DeMartini: No, I don't think so. They had a really good creative idea. I don't think they had a predisposed opinion as to whether it would be only on the PS3 or multiplatform. They talked to a number of parties I'm sure, and fortunately we were able to convince them we'd be the right place for them to go. It's gone even better than I would have expected from the beginning. They're highly collaborative. They take tremendous care in listening to early feedback from consumers.
At the end of the day, sometimes you get into a room with your partner and you convince yourself about something. The best thing to do is get out there. Fortunately I don't have to put my $60 down. I get the games for free. The best persons to talk to is the consumer, who's going to have to spend their hard-earned dollars at the end of the day, and ask them their opinion on some of the early ideas and get some of their feedback.
Early on, you need to be listening to their feedback so when you get to the end you're not surprised by anything they have to say.
Eurogamer: When will we find out about what Insomniac's up to for you?
David DeMartini: We were just talking about some potential ideas with regards to an event we might have to put on for all these titles we have. But we'll make sure to invite you to it.
Eurogamer: Are they doing groundbreaking stuff?
David DeMartini: It would be impossible for me to say no to that. They're doing what Insomniac does. Insomniac makes really high-quality experiences that consumers love, and they're doing that again. They are breaking some ground with regards to gameplay. But I'm not going to sit here and say, 'Yeah, they're going 4D.'
Insomniac regularly has set a bar at 90 in Metacritic. I think this game is going to exceed that bar. It is a really great creative idea that they're executing on marvellously so far. There's a lot of time between now and the finish line, but based on their track record, I'm highly confident they're going to get there. I think sooner rather than later we're going to be sharing some early concepts on that one because they've made so much progress. They're in a great position.
The maturity of their technology and their team allows them to make a tremendous amount of early progress. They can take some of the concepts to consumers in a rather developed form, and get feedback. We're just in the middle of that feedback loop and they're making great progress.