“Right now, when you mention downloadable content, someone will mention a horse armour joke, and we need to get around that,” says Tom Armitage, a writer for creative design consultancy group Schulze and Webb.

Armitage, speaking to a packed-out room at the Develop conference in Brighton, was referring to the notorious horse armor add-on for Bethesda’s Oblivion; something which many consider a trivial addition set at the relatively steep price of 200 MS points.

To read the full story, as well as extensive coverage of the Develop Conference '09, click here.