Insomniac's Ted Price

We started a while ago but I can't talk about what specifically we've done on it because, again, we get into that territory of giving details away about the game.

I can't... Ha! Let's just talk about the broader issues just now. I'd love to get into details but I just can't.

[EA PR: I won't let him get into details. Sorry, Rob.]

I don't think anybody ever masters a console to tell you the truth. We've been working on the PlayStation 3 for many years and there are still things that we're discovering about it; still ways we're finding to push our technology further. Our goal is to create bar-raising technology experiences when we release a game on both platforms. For us to say that we're going to master the Xbox 360 or the PS3 would be a little arrogant.

Everybody has a different perspective on what it means to push something 100 per cent. There are always limitations involved with each machine, whether it's memory or the amount of processors you have. There are always tricks you can employ to squeeze more out of the machine. And that's not just technology tricks, that's development processes that allow you to create assets that are more efficient so you can fit more in. In this world, developers are always, always learning ways to make their games better, regardless of the hardware.

I'd be surprised if you could take any developer's release one year and say it was the same quality as a release two years ago. Most developers are always improving their stuff.

All I can say is that it will not be at E3. We will not be talking about this at E3.

Not saying anything about when we're talking about it [laughs]. I've given you as much information as I'm comfortable giving right now.

Our relationship is... You can call it a traditional developer-publisher relationship. We create the game and they provide support for us: localisation, QA, anything we ask for. What really attracted us to EA Partmers in the first place is that they're really set up to be a support system for developers creating their own IP. They work with companies that have usually a fairly long track record of delivering titles on time. That's a perfect type of relationship for us. We've already got our own infrastructure and production processes, but we're not an expert in distribution of titles and localisation. Those types of things publishers do so well. So it ends up being a symbiotic relationship.

Not yet. We haven't announced any names yet...

[Laughs] I tell you what, when we announce the game you will hear the name!