A lengthy report by Reuters covered a speech session with Electronic Arts' international publishing head Gerhard Florin, where he was quoted as saying, "I believe the biggest fight will be in Europe." Electronic Arts sees an "entertainment race" as a prime factor for determining if the battle over consoles, computers, and mobile phones ends in victory or tragedy.

And Florin believes the greatest chapters of the battle will be written in Europe. "Whoever wins the hardware war in Europe, most likely will be the overall winner," Florin said, pointing out the current war waged by Sony, Microsoft and Nintendo over the region.

But more importantly, Florin expounded the realities of advancing technology and delivering entertainment value over at the Reuters Technology, Media, and Telecoms summit held in Paris recently. While he noted that mobile and cell phone users may not be interested in superior technology and graphics, he also mentioned that the industry was now turning its head to the quality of story telling and delivering emotion in games.