"So we've got the standard webby features, and my favourite one is the photos in the game - you can take screenshots, but as with everything in the game it's physical, so you can frame a shot, take it, then you can stick it," he explained.

"But then you can upload it as well, and we use it in a variety of places, so every level has a feed of photos. Say you design a GamesIndustry.biz level - anyone who goes in that level and takes a photo, that photo will go on the feed. Anybody searching for that level will see the feed and be able to judge if it's a good level.

"But it gets even cooler, because that feed also applies to people, so it's a bit like somebody's subscription channel on YouTube."

"Creators are just as important as levels, so as a creator we have world rankings of who's the coolest creator, or who's the coolest community-minded commenter or sharer," he said.

"So you can be a little bit competitive if you want to be, and you'll have feeds of photos of you - levels that you've been in, photos people have taken of you. Then we take it even further, like Facebook. In any photos we know what kind of Sackboys were in it, who they were logged in as, so we put a box around their face which you can click and go and see that person. So if there's a cool level with a guy wearing an awesome costume, you just D-pad up to him and hit X, and now you can see his levels, his favourites.

"My favourite features are how you navigate around in a social way - so rather than just being a type-in text bar, which you can do but is a bit clunky, it's much more that you play a level, it will find more recommended levels like that, then you see a cool guy, click on him... it's that kind of jumping around. That's the most obviously different feature set.

"The nicest bit about the online side is that we treat it as a service, so if we can iterate. I love the way that people abuse - in the good sense of the word - features, that the community will find and start building up around, and we want to support that. We'll add features to the community side that are specifically for the community," he added.