We've chased the same market for far too long and now the economics are not working out. Games are costing too much in the front line market for hardcore gamers. Plus, there's innovation as the market permeates through society on different platforms and therefore attracts a new audience - PC downloads, online games, mobile and other wireless devices that broaden the market, such as the PSP and DS.

The problem is that on consoles the major genres are jam-packed full, and you have a few genre-owning games. First-person shooters, war games, they're all dominated by big franchises, so it's hard to be original in those genres. Publisher's don't want to take extraordinary risks, they want a balanced portfolio of products. They may take a risk on a few things, but they still want to bank the big titles in the big genres that do well.