Jagex is known as a pioneer in free-to-play games, but has the model itself reached the levels of popularity many had believed it RS gold would? I think that it has. The business was focused on traditional retail distribution at the time. Nobody understood the free-play model or the online model.

Today, the opposite is true. Gaming giants are trying to duplicate our successes. A lot of companies aren't following our model. If we look at the companies that have tried to replicate our approach such as Sony and Free Realms, these companies are releasing just a free demo for the membership component and monetizing component of the game.

We feel that the Jagex model, and certainly Runescape is distinct from this. We have released a complete game that is free to our users. To our players, we've created a free comprehensive game.

The public has discovered that the free-to-play model is effective. However, many companies apply it incorrectly and provide just a few hours of fun. It's likely that other companies won't see the same success and might not.

We have always been faithful to our statement that there are two games that are free version and a member's version. For those who are the most passionate fans members' membership is the only option, but for those not paying, we'd like to make sure people have access to a game that is self-sustaining, not a demo.

I was aware that Runescape was only available to registered players. The whole game can be viewed as one globe. Although a mass equal to that of the Americas is available for download at no cost, there are many continents that only members can access. There are only 25 quests in the free game, while there are 150 in the version for members. This means that it is much more expansive in this respect.

How is your expansion plan to consoles going? We conducted our own research prior to when we spoke to platform holders - which clearly saves time.

Certain of our games have proof-of-concepts, while other parts of our games are accessible on various platforms. We have to decide which one to go with. Do we put this MMO on one console or on all of them?

Above all, we are an entertainment studio as well as an IT company. Our 400 staff includes 250 technical people. We build our own tools to meet everything we require. We conduct a lot of research and had to buy OSRS gold figure out how to create an application that could allow us to take our code, convert it, and then output it in a C# program for the 360, Wii, and PS3.