The evolution of the video game industry can be traced through the metamorphosis of the first complex games based on a fantasy world, focused on adolescent game enthusiasts using joysticks and conventional consoles, for easy and realistic games that appealed to a wider range of age groups using innovative joysticks and wand-shaped consoles. In its early days, the video game industry focused on attracting teenagers by installing gaming systems in entertainment centers and shopping malls. With advanced technological improvements, it became easier to reach other consumers through advanced gaming consoles that were now focused on reaching families in their homes. These early game consoles were proprietary, allowing players to indulge in games developed primarily for these consoles. Although the beginning of the use of personal computers (PCs) for gaming purposes hindered this exclusivity of gaming, the evolution of the video game industry remained unchanged. The competition between major players in the video game industry from the mid-1990s to the early 2000s is notable, considering that technological efforts were deeply tied to competitiveness. Some of the major players in the gaming industry, namely Sony and Microsoft, have developed and launched their exclusive video game consoles, PS and Xbox respectively. With other technological advancements that paved the way for high-speed Internet connections, definition video rendering capabilities, these organizations were quick to conceptualize their video game consoles as revolutionary home entertainment systems. Integrating a Blu-ray player into Sony's PS3 console, the ...... middle of paper ...... ring, software and hardware teams work together from the design stages. This burgeoning collaboration between hardware and software teams allows for the early development and release of first-party titles, giving them the advantage of getting a head start in the market and also reducing costs compared to other third-party titles. A fourth strategy that could be adopted is to develop unconventional games aimed at a non-existent audience. Competitors are expected to explore applications of video game consoles to unexplored markets and sectors. A final strategy could be to correlate video game sales with those of hardware consoles, as this has already proven very beneficial for Nintendo's Wii.Works, cited Carmine Red (May 10, 2009). "Nintendo's fiscal 2009 sales and revenue reach record levels". Retrieved from http://www.nintendoworldreport.com/news/18409