Grass is green, the ocean is blue, and EA is the biggest third-party game publisher in the world – these were some of the truths of the last generation of gaming. But then something happened. EA's game roster started to feel a little stale and their reputation amongst gamers plummeted with every callous franchise retread and double-handed money grab. Sure, they still pulled in phenomenal amounts of coin thanks to juggernauts such as The Sims, Need for Speed, FIFA and Madden, but the audience was expanding in new directions and EA was missing the boat. Thus, in 2007 Activision is set to overtake EA and become the biggest third-party publisher in gaming.