TGR: That is a refreshing approach.

AV: That is what we try to do. I do try to keep a community filled with Mad Catz, because we want the gamers on our side.  

TGR: Considering that they are the ones who actually buy your products, yes.

AV: That is right, and word of mouth goes a long way in this industry. So I want to try to be kind and courteous, but I do ask for the same in return. Again, honesty is the key; if somebody says they do millions of hits a month, I will find out very quickly if they do not. But there are other ways that we can work together. I think some of the smaller websites don’t understand that being in accessories as opposed to software is different. Traditionally, software in terms of replication is actually quite cheap to produce. Since it is just a disc, it takes up very little space, and is very easy to ship. To send a disc to a journalist does not actually cost a lot of money. Even though, the retail perception is much greater than that of an accessory, in terms of samples they are relatively cheap and inexpensive.

If I am putting a big game controller in the mail, there is a proper retail controller to ship that and the sample cost is actually, ironically, a lot more expensive than even a full price game, because it is a bigger, bulkier, and full sample. Even though the retail value might be a lot less than a full size game, it actually costs a lot more to ship out samples. Therefore, you have to be careful where they go.

TGR: So from a business aspect, you need to be careful.  

AV: So you look at things with a gamer’s head and a business head.

TGR: Exactly, and that is good. How can people get in contact with you?

AV: At madcatz.com, there is a "contact us" page and a section for PR. Feel free to contact me, if you think there is business to be done.

TGR: Perfect. What do you recommend to people if they want to get into the industry? For example, if they want to come and work for PR, and are just trying to get in the industry in general.

AV: I would love that, especially if they are willing to do it for free. I think a passion for the industry and games will always to me, come first and foremost. If you are really into games, and are really enthusiastic about joining the industry, then it is important to be polite and courteous. But do be enthusiastic and do not give up. Write to the companies in question, to ask if they have any openings, or be prepared to come in at a low level. Perhaps maybe even to do work experience for free.

I have seen that so many times before, huge names in the industry that have come in with absolutely no experience. I have no media qualifications, other than I know games. I consider myself relatively good at PR, I know games, and I am enthusiastic. That got me in. I am not saying, ’do not go to school or become educated,’ or not to go to college or university. But I think enthusiasm will take you very far. If you know and love your games, write to and call people, to see if they have any openings.

I also I think a PR professional will know very quickly if you are just cutting and pasting a standard letter. That does not fly. It helps if you do a little bit of research, to know the company and know your stuff. Try to form a connection with these guys, to know what you are talking about, and a little bit about the company that you are approaching. And do not give up.

TGR: We have a lot of people that apply to be writers with us and that is one of the main things they are looking to do. They are looking to get in the industry in some way, and so they will start writing.  

AV: Certainly in the U.K., it starts with games journalism or magazines, and websites. People will often get into games magazines through the love of being a gamer and then get a staff writer position at a games magazine. From there, they can progress into PR as a nice route to market. I think first and foremost, know and love games, and know a little bit about the company that you are trying to penetrate; it is always a good way in.

TGR: Sounds like good common sense. What is your favorite game of all time?

AV: Mario 64. For me, it was the video game equivalent of Jurassic Park. It is the last time I remember being completely blown away at goal post changing. Everything from Mario 64 on, has been an evolution. The first time you saw Mario 64, it is a moving cartoon. I cannot remember being impressed so much by a game since Mario 64. Games are getting prettier and nicer, but never have the goal posts changed so much in a single title than Mario 64. It will always have a special place.  

TGR: What games are you playing now?

AV: Rock Band. I would say that because Mad Catz is doing so many cool accessories. But it is actually the truth. PRs know other PRs, and I am very fortunate to be in the industry that I am in and have a lot of samples and games to play. I have games from the holidays in 2007 that are still in cellophane that have not been played. I cannot stop playing Rock Band. It is the downloadable content online that is going to get you every time. You just cannot stop playing; it is fantastic.  

TGR: It is an awesome game. Can you tell us something that nobody knows and probably would not care about?

AV: I was at The Who concert yesterday and sat next to Woody Harrelson.

TGR: Okay, very cool. That is a very good one.  

ALEX: I was singing Karaoke with John DiMaggio, who plays Bender, on Futurama.