"You know my background -- I built many of the teams in Europe," Ryan responds. "They're still there, all of these country-level managers who are outstanding, tough, professional and dedicated PlayStation executives. I submit that when it comes to our country-level activity, we've never spent more time focusing on getting that right.
"In the larger Western European economies, we're spending time, energy and money on executing campaigns around the enhancement of our digital proposition at retail, in a way that we've never really done before. This is obviously such a big part of our business. And at the other end, in what we call opportunity markets -- I prefer that to the rather patronising term of 'emerging markets' -- we have a very significant programme of investment in people, offices and marketing dollars.
"Closest to your home is probably Eastern Europe, where we are building a big PlayStation team there. We are building sizeable PlayStation businesses in Bulgaria, Romania, we're in the Czech Republic now and Hungary. There is serious investment going on and that has been on-going for a couple of years.
"Yes, we feel we need to become a more global organisation, but this is absolutely not at the expense of our in-market strength at a country level. And I really want to reinforce the point that globalisation does not mean Americanisation, or vice versa. Becoming a global organisation does not, in any way, shape or form, mean becoming an American organisation. I'm living proof of that, as a good Geordie boy sitting here running PlayStation."
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