EA Partners' David DeMartini

I thought it was my charisma and charm - that tipped it over the top.

Yes.

PS3 and Xbox 360. Suda is highly creative. He would say as well as we would say, this has been a learning experience.

It was a little riskier to sign a highly regarded developer and creative force in Japan. [Shinji] Mikami's involved also. I'm dealing with two of the biggest names out of Japan. EA has not historically done a lot of work with developers in Japan. The whole communication thing is a challenge. We spent a lot of time trying to figure out how to work with each other. How much feedback we give them, they give us.

The goal of what he was working on was to try and take his amazing creative energies and for us to try and help him Westernise those ideas. I don't know if we've nailed it with regards to how much we've been able to do that. But we've allowed him the opportunity to fully explore his creativity.

Well, it's dangerous, or is it what people expect from him? The key thing is not for us to tone down Suda if you will, or try and Westernise Suda, but it's to try and make sure the game gets broad enough exposure that more people appreciate it.

No More Heroes and his other games, they're all highly critically acclaimed, but it's like a boutique movie where it's highly acclaimed but it doesn't get into all the theatres so not everybody gets a chance to see it.

Obviously with EA's publishing and sales team, we're going to have this game in all theatres. It's going to be in all the retail outlets. People are going to get an opportunity to finally listen to what you guys have been writing about Suda for a long time.

These games are great. They're overlooked a little bit - the non-Western or European wrapper these games typically have - and get through the game and you'll really see the magic that's in there. That's what we're shooting for here.

We didn't try and Westernise his ideas. We let him explore his ideas fully. Now we're going to Westernise the sales and marketing approach so it gets out there and is known by as many people as possible, to give him the best opportunity to sell to a ton of people.