Compared to other mediums like film and television, video games are relatively young, and the industry is still trying to figure itself out.
Labour or Conservative? Pepsi or Coke? Blur or Oasis?
As the fall and winter months barrel down upon us, so does the cavalcade of retail video game releases.
Just three years ago at E3, all three platform holders (Sony, Microsoft, and Nintendo) were content to reach two distinct audiences.
To some, the lead up to E3, the annual game expo and confernence, is just as big as the event itself.