9-5 should be the norm for games development nowadays if your using your time correctly. perhaps a little extra towards the end. but if your working 9-9 all through the cycle, your production process is crap. This long hours crap should be beginning to die down.
we work 9-5 most days and a little extra towards deadlines (week of deadline) and we’re hiting milestones bang on. Good producers and good coders\artists.
Also we introduced a policy recently that if you choose to do overtime you get paided for it (good pay too, along with grub etc). Apparently a first for the games industry. Go Sega!