Video games giant sees battle in Europe

By Gavin Haycock

PARIS (Reuters) - Electronic Arts, the video games giant that created the "Need for Speed" series is finding the race for entertainment will determine how the battle for gamers on consoles, computers and cell phones is won and lost.

Two key challenges in the industry are which gaming products Europeans single out as their top picks and what success firms have in improving technology. This will also influence how far cell phones go in driving revenues across the industry.

"I believe the biggest fight will be in Europe," Gerhard Florin, Electronic Arts' (ERTS.O) international publishing head Gerhard Florin told the Reuters Technology, Media and Telecoms summit in Paris this week.

"Whoever wins the hardware war in Europe, most likely will be the overall winner," he said, referring to leading players such as Microsoft Corp. (MSFT.O), Sony Corp. (6758.T) and Nintendo Co. (7974.OS), with their Xbox 360, PlayStation 3 and Wii respectively.

Major recent technological advances have radically improved the graphics on gaming consoles and personal computers, but technological hurdles still remain in cell phones.

Florin said the revenue prospects for cell phone gaming largely depends on what sort of new players get involved.

"If new consumers come in, they might not react to new hardware in the same way as the core gamers who go for bits and bytes and have to have the latest processor power," he said.

Florin thought technology had done so much to improve the quality of games on computers and consoles that the industry was now turning its attention elsewhere, namely the quality of story telling and bringing more emotion into gaming.