On stage during "The New Geography Of Gaming" panel at Web 2.0 Summit, the topic of conversation between Bing Gordon, Activision's Robert Kotick and Microsoft's Don Mattrick focused on how amazingly engaging today's games. A key talking point was plastics vs. not plastics i.e controllers (or guitars in the case of Activision's Guitar Hero) vs. the gesture and spoken command control interface of the newly launched Microsoft Kinect. 
Source: http://feedproxy.google.com/~r/Techcrunch/~3/WE7O8M2a9Tg/
JDS UNIPHASE JDA SOFTWARE GROUP JACK HENRY and ASSOCIATES IXYS ITRON
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