EA: Whoever Takes Europe Wins Console War

Gerhard Florin, Electronic Arts’s international publishing head has said that the biggest fight for gamers will be in Europe and that, "Whoever wins the hardware war in Europe, most likely will be the overall winner" in relation to the 360, PS3 and Wii.

Speaking at the Reuters Technology, Media and Telecoms summit he also said that technology had already done so much for the industry that it was now turning its attention to improving the quality of story telling and bringing more emotion into gaming. He hopes that the time will come when technology has evolved so much that they will be able to focus purely on gameplay rather than realism.

He also talked about how mobile phones will be important in driving revenues across the industry especially with new casual customers but that they still have technological hurdles to overcome.