All this week, the BBC News website is looking at the future of video games as seen by some of the prominent figures in the business.
Over the next year or so, new consoles such as the PlayStation 3, Xbox 360 and Nintendo Revolution are set to change the face of gaming.
Yves Guillemot runs French company Ubisoft, one of the world's largest games publishers
What I've seen is very good machines that will bring another step in our industry.
Guillemot: It will be extraordinary
It will give us the opportunity to bring great games that will use the graphic chips and that's a big step that the industry is taking with these next generation consoles.
The most exciting thing for us is that the tools to create on those machines are easy to use, so we will be able to create high quality games quickly.
For us, that is extremely interesting because generally it takes us a long time to learn about a new console.
The biggest challenge is to learn how to use that capacity.
It will be a lot more expensive, but it is worth it. We will probably have fewer games, but the games we do will sell more.
I'm not too concerned about the price, as I think we will bring the quality. If we offer quality games, we will attract customers.
We have to find a balance between the amount we invest and the amount our customers will pay.
If we bring a lot more, then we have to increase the price a little bit.
Our goal is to do what they do in movies, but where you are the actor.
In movies, they are capable of bringing lots of sensations and emotions because you can read on the faces how people feel, how they are moving their bodies.
Now we have to do that in our games. We have to be as good as the movie makers in bringing those sensations to our customers.
With the new machines you have more processing power so you can have better artificial intelligence. You will be able to fight against enemies that respond very well.
They will be closer to human beings than before. You will get close to what you can live in the real life.
The other thing is that when you can read the game characters differently, you get a lot more feedback from them, so you don't need as much text or speech.
We are learning a lot from Hollywood. With the next generation of machines that are extremely powerful, we will be able to make you live something that you think is real.
It will be extraordinary.