Codies: Dont underestimate cricket

It may lack the high-profile appeal of football or motor racing, but Codemasters CEO Rod Cousens has told MCV that those who questioned his company’s commitment to digital cricket fail to understand the sport’s appeal.

We’ve been derided for having games such as cricket, but it is the number one sport in the biggest market in the world,” he told MCV. We have product that appeals worldwide, with Cricket, F1, Dance Factory and the back catalogue of Cannon Fodder, Megalomania and so forth.”

Cousens adds that the recent Codemasters share buyout by Indian firm Reliance Big Entertainment will enable it to properly exploit such licences in growing markets.

It is tremendous news for Codemasters,” he added.

Any analysis you look at today talks about the growth economies in the world and point to markets such as India and China. And a partnership with a company as strong as Reliance gives us access to these markets, particularly India.

"I’d say we are better placed in emerging markets than companies far more substantial than ourselves.”

To read MCV’s full interview with Cousens, click here.