Sony Computer Entertainment America's VP of product marketing, Scott Steinberg, has told GamesIndustry.biz that he believes that over time more and more developers will shift to the PlayStation 3 as their native development platform - and that Xbox 360 games will "look better as a result".
Steinberg explained how the ten-year plan for the company's flagship console had given the PS3 a strong foundation, and while it was the late arrival on the next-gen scene, developers were starting to see the potential.
"We see the development just now starting to get going," he said. "We're now in our third and fourth generations with first party, and that will start to create some distance with the competition - from our standpoint - but as the third parties begin to move their development to native PS3 and port down to other platforms, they'll start to see their games' fidelity getting better and better - and in fact I think even Xbox 360 games will start to look better as a result.
"As they realise that if you start on the PS3 other platforms look better, it starts to become a no-brainer," he added.