As we move from a difficult transition period into what could be the industry’s biggest-ever upward curve, several publisher bosses believe that new formats are key to finally achieving genuine widespread appeal.

“I hope this industry will realise its rightful place as a genuine mass-market entertainment media,” EA UK boss Keith Ramsdale told MCV.

“We’re looking forward to having all next-gen systems in the UK marketplace. This is the beginning of prime time for interactive entertainment.”

Midway UK MD Martin Spiess also highlighted the huge potential the new formats represent: “New hardware formats present the biggest challenges and even greater opportunities. Graphical advances need to be matched by substance as developers probe the potential of new consoles.”

And it is the three new home consoles that represent the cause for greatest optimism, said Vivendi Europe boss Adam Roberts: “Next year promises to be very exciting, as Microsoft's 360 approaches maturity, Wii basks in the glory of a successful launch and the arrival of Sony's PlayStation 3 brings the inevitable flurry of excitement.”

Ubisoft UK MD Rob Cooper added to the groundswell of opinion, adding: “It would be great to see existing formats, including handhelds, continue to grow and to see the new formats become established.”

- Read the full report on publisher's hopes and fears for 2007 in this week's MCV Christmas special