The first signs that gamers don't want 3D? EA backs away from the TV tech

EA now plans to focus its investment in growth areas like mobile, social and online gaming. "We see really high returns in these markets and very poor returns focusing on 3D, so we are allocating our resources toward new innovations," said Riccitiello. It does make sense, after EA's purchase of casual games giant PopCap a few weeks ago.

Above: There's no report of Riccitiello symbolically breaking a pair of 3D glasses. It's just for illustration

While not explicitly stated,we're confident this strategy does notapply toNintendo's 3DS, which requires every game to run in 3D. Moving away from the handheld would be abandoning an entire platform, whereas it is much more logicalto avoid pouring resources into an optional feature that as little as 2.5% of the home console market (in the UK at least) actually has access to.

But where does this leave Sony, who've poured millions into the tech andkeep saying how the 3D market isset to explode? Electronic Arts is a major player to have on your team (as Sega found out to its huge expense with Dreamcast), so losing faith in 3D at this time is a pretty major blow. But it isn't necessarily forever. Riccitiello concluded by saying that "We are not here trying to drive a market. We are here to react to what customers want." So in other words,EA is abusiness, not a charity. But if the public does decide 3D is the future, and buys into it in large enough numbers, EA will be back on board.

29 July, 2011