Abstract: Video game apparatus in which a game object acts within a game environment of a video game under the control of a user controller, the video game ending in respect of that game object when a game continuation variable reaches a game end amount; comprises: means for adjusting the game continuation variable towards the game end amount in response to time spent-playing that instance of the game; means for detecting game actions in respect of the game object; means for maintaining a game style variable indicative of the manner in which one or more predetermined game actions are carried out by the game object; means, responsive to a game action carried out successfully by the game object, for adjusting the game style variable to indicate a greater game style; means, responsive to a game action adverse to the game object, for adjusting the game style variable to indicate a lower game style or, if the game style variable reaches a level indicative of zero game style, for adjusting the game continuation variable towa