He's made the repeated claim of a full engine to develop games for free and matched that with promises to never pay for exclusives or offer incentives to exclude other consoles. As well as making a well-received sequel, the United Kingdom firm has built up quite a fanbase around its racing property and is now eyeing a rather more taxing challenge - a move into the world of video game hardware.
4K will be necessary for any next-gen console, with the push towards high graphical fidelity and games that can make the most of 4K television displays.
Following the announcement, various Twitter users contacted Bell about this new console, who confirmed that the console will be able to run games in 4K resolution, and VR titles in 120FPS.
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The live feed showed her drinking a beer, petting her dog and taking questions from viewers - an event some derided as awkward. So, I'm in this fight all the way. "I believe that Washington is corrupt".
The refresh rate is how many time per second the image you see is refreshed or replaced, with higher refresh rate speeds meaning smoother motion and lower risk of motion sickness - crucial in VR.
In an exclusive interview with Variety, Bell further detailed that "it will support most major VR headsets and those upcoming and the specs will be equivalent to a "very fast PC 2 years from now".
What just happened? The console market is dominated by three names: Sony, Microsoft, and Nintendo. What do you think about the Mad Box? Instead, Bell says that the price of the machine will be "competitive" with "upcoming" consoles, which he presumably hopes will make it appealing to publishers and developers.
Though Slightly Mad has turned to Kickstarter previously to fund games, it apparently already has funding secured for The Mad Box. We'd expect this more from a hugely bankrolled gaming division in Amazon or Google than from a moderately successful racing sim developer. With little confirmed, and the exact scope of next-gen consoles still uncertain, it sounds like little more than hype - though we'd happily be proven wrong.