Speaking with EDGE on the studio's status as one of the last big publishers based in the UK, Gavin stated:
Really, its all about letting the teams just innovate. Theres some great stuff coming from Birmingham thats going into Dirt 3, and obviously youve seen Bodycount.
I guess in todays world, every day youre dealing with people from all over the world. So its a British company and the last bastion of British publishing, and there is some pride in that, but it doesnt take control of your life.
Its about the culture weve created and making the best games you can. Dirt 2: brilliant game but its all American accents, so maybe were a little over the top with those. Maybe we should fly the flag a bit more.</blockquote>
We weren't necessarily offended by the "USA-USA!" nature of DiRT 2, but we did love the driving mechanics of the game, so we absolutely look forward to a follow-up.