The video game console wars have been in existence since the 1980's. We are now at the seventh generation of this console war. One thing remains, though: the console that offers more fun wins.

From 4th to the 6th generation of console gaming (16-bit console era), graphics and sound were the themes. New consoles at these eras promised to revolutionize visuals and sound quality. Today, gamers have become more demanding: they need not only eye candy games, they are clamoring for multi-user, network-centric gaming.

Mind-blowing graphics and sound are still major factors for choosing a console, it's the testament of how 'high'end' a machine is. But this alone would not spurn a console to the top. The primary reason a gamer chooses a console is because it offers games that has content, gameplay, and fun factor. Truly, gamers have grown up.

How will the three major console vendors wiggle their way to the hearts (and pockets) of the 7th generation gamers? E3 gave us an idea.

The Xbox 360 has been the first 7th generation console to hit the market. Microsoft demonstrated in their press conference how, after seven months, their next-gen console will further prove that it is the most powerful console in the market. They assured gamers that their company understands the customer's demands; hence they are providing players with a network model that will integrate 360, PC, and mobile phone games.

Nintendo, on the other hand, has put on a wonderful presentation that showcased their Wii and its 'revolutionary' WiiMote. Despite the new controller technology they are bringing to the next-gen console war, they revealed that they do not intend to change the gaming landscape. Instead, with the Wii, Ninty wants to expand the landscape to new and uncharted territories.

Of the three console companies, only Nintendo understands that the demographics of today's gamers are the working class – they want a quality system with quality games and provides a touch of retro gaming for nostalgia. Gamers want their hard-earned money spent on an all-around console.

This is where Sony might lose their hold of the market. As Sony revealed in their pre-E3 conference, their PlayStation3 will sell for around $499-$599. Sure, the features are enticing – Blu-ray, powerful cell processor, and a controller they dubbed as a 'fantastic innovation' – but gamers might just get turned off with the price tag.

Although all consoles offer high-quality graphics, Sony can boast of having a system almost two times more powerful than the only next-gen console in the market. But the war is not about the most powerful console. It has always been – and will always be – about fun.

Seems like Sony is making the same mistake Atari and Sega made in their own console war strategy: forcing the gamers to accept a hardware for the future when they are not yet ready for it. Cases in point: Atari Jaguar with its '64-bit' technology and Sega-CD with its 3DO system. They tried to introduce a technology to the market before it was in demand (in the US, anyway).

The fact that technology changes so fast is understood by a lot of gamers. And this is the reason why they seem to prefer “plug-and-play” upgradeability – as proven by Mac and PC's. This is why Microsoft just might have a bit of an edge by building a console that can be upgraded to match that of the premium system.

As has already been said, the console that will attract the largest user-base (of hardcore gamers, fanboys, casual gamers, and trend followers) is the console that promises a more enjoyable experience. Next-gen does not necessarily mean horse power. The video game industry is still an entertainment industry. And so the most important factor will remain the enjoyment that the console and its games offer. At the end of it all, the gamers will decide which console achieves this goal.

Let the next-gen wars begin...

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