Virgin Play boss Tim Chaney has outlined his plans to build a multi million pound UK business – but has hit out at other publishers making ludicrously bold claims.

In the week that it joined forces with Sega legend Hayao Nakayama, Virgin Play has expanded its horizons to target more European territories, the US and Asia through teaming up with trade partners – but Chaney isn’t getting carried away.

“I don’t want to be like all the wankers who open an office and state that they are going to take over the world – UK first,” he told MCV. “We have ambitious plans but the UK is a tough market with  entrenched smart competition. It’s not the third biggest market in the world for nothing.

“It’s clear to us that selling into the UK from overseas has become increasingly difficult and that we need another solution.

"This year, for the first time since we began our evolution from territory distributor to publisher, we have a portfolio of products that can create a multi-million UK business so we will have to do it ourselves or in collaboration with someone else, but being active with daily involvement – on the ground ourselves.”