""There's a lot of Formula One fans in the office and they'll always have their say.
Then as a design team we'll start to formulate a picture of what we want to do and start to speak to the wider team, so we'll get some of the production guys involved, so that they get some idea as to whether that's even achievable in scope.
Then we start to PITCH IT to the SENIOR EXECUTIVES, to see if they BUY INTO IT and get excited by the concept of WHAT WE WANT TO MAKE. Once THEY'RE HAPPY with everything, then we get into production and off we go"".
So there you have it, all you need to hear I've put in capitals.... the game is influenceed by the suits with KPI's of profit.
Source,
http://www.develop-online.net/interview/interview-f1-2017-creative-director-lee-mather/0235326