Reaching out to the masses is essential for the continued commercial evolution of gaming. In order to achieve this, it needs to leave behind its geek heritage and the ‘go-faster stripes’ design ethos, and create truly inspirational lifestyle products. These new consoles are a first step – however, I wouldn’t be surprised if we eventually see a Philippe Starck Xbox or maybe even a Nike PlayStation sold only through ‘Vacant’ guerrilla stores.

Victor Benady, Chief executive officer, Random Media

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