Explosions, football matches, car races that take over whole cities – nothing is too much for the men (and yes, they are almost all men) creating the next generation of video games.
They cost millions of pounds to make and are part of an industry that's worth tens of billions. They win Baftas, employ some of the most talented writers, designers and artists, and are enjoyed by people of all ages across the globe. Video games may once have been deemed something that only teenage boys were interested in, but now they are big business and they're taking on the film industry in terms of creativity and sales. Gerhard Florin, head of international publishing at Electronic Arts, one of the biggest games publishers in the world, explains: "Games entertainment is part of mainstream life. It's no longer niche. Games reach masses of people."