Codemasters CEO Labels Retail “Model of the Dinosaurs” For Games

Sat, Apr 17, 2010

Frisky Misc, Industry

Speaking to video game industry tracker MCV, Codemasters CEO Rod Cousens said that he believed that distributing games through retail channels is outdated.

“A traditional games publisher with a distribution infrastructure is no longer the model. It is the model of the dinosaurs,” said Cousens to MCV. “We have positioned ourselves well for the future. We’ve focused on franchises that are proven. We have an online infrastructure that companies far bigger than ours haven’t got – which has been extremely beneficial in terms of our alignments with Reliance. [Company Codemasters acquired a 50 percent stake of and has large mobile/online presence] And we are now addressing emerging markets. I think all of those aspects are points that other companies have yet to address.”

He added: “This deal secures the long-term future of Codemasters. Staff at Codemasters can walk around with their heads held high, and no-longer consider themselves this small unknown. Those that have sat in the fast lane to date, move over.”

While I do agree with Cousens that online and mobile delivery of games is becoming more and more prevalent, the retail channel will likely always be an important component to video games. To simply label it as outdated does strike me as a little bit too much.

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- who has written 186 posts on Frisky Mongoose.

Art is a Weekend Editor at Frisky Mongoose focusing on video games and the social media that surrounds them.

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