"I think some of the team were a little shocked by the tabloid response," says original GTA dev: "We'd made a game that gamers, critics, and the people actually playing all thought was pretty bloody good"

Driving around in GTA 1, with the Countdown to GTA 6 frame.

It was 1997. The UK was on a high. The general election that year had brought about the end of a Conservative government and the beginning of what was said to be a new era. British music was thriving to the point that a fresh movement – Britpop – had been created, with the UK even winning the Eurovision Song Contest. JK Rowling released the first of her Harry Potter novels, The Philosopher's Stone. The phrase 'Cool Britannia' may have become rather tiresome, with The Economist saying the following year that the public had grown sick of it, but it sure encapsulated the mood of the time.

Gaming formed part of this British creative wave. WipEout was enthralling clubgoers, boys were lusting after Lara and, fresh from releasing the classic Lemmings, DMA Design was sensing a change in the way games were being perceived. Dave Jones, DMA's co-founder, felt gaming should tap into the wider world of entertainment. He wanted people with an interest in film, music, books and a broader sense of popular culture to play. More than that, DMA wanted people to forget that they were playing a game and immerse themselves into an environment instead.