"Let's not mention the first game," says surprisingly un-gangster game director Julian Widdows, who's been landed the job of handling 50 Cent's controversial second videogame, Blood on the Sand.
"We've listened really, really carefully to the feedback [on Bulletproof] and responded to that," he says. "We don't want to give people the same experience, we don't want to give them the same response. This is a new developer, it's a new team," he promises.
Right then, having distanced itself from the critically panned first game, Birmingham-based Swordfish Studios sets the scene for the new, not-taking-itself-as-seriously 50 Cent experience, which admittedly is looking a lot more focussed than the rather shaky 50 Cent: Bulletproof.