Joseph Olin, the president of the industry group The Academy of Interactive Arts and Sciences agrees.
And publishers like Electronic Arts and Take-Two Interactive are leaving all of that potential money on the table.
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Activision Blizzard competes with game developers such as Electronic Arts, Take-Two Interactive Software and casual gaming mainstays such as Zynga.
Ubisoft launched its Uplay service in 2009, initially offering online access to its own titles but later expanding its range to include games from Electronic Arts, Square Enix, Warner Bros Interactive and others.
For example, the company recently developed a campaign for Electronic Arts that was able to target Xbox 360 owners with an interactive ad for NCAA Football '11 that allowed them to download a demo of the game to their console.
Last year, for instance, John Schappert, executive vice president of Electronics Arts, was named corporate vice president of Xbox Live, Microsoft's interactive entertainment division.
Yet Peter Ride, of digital arts development agency DA2, doubts mainstream companies will ever fully explore the possibilities of interactive theatre.
In interactive exercises, participants were also introduced to student-centered teaching methodologies such as the use of arts and drama, images and artifacts.
Wafaa Bilal, an artist and assistant arts professor at New York University was recently commissioned by a government-sponsored gallery to create an interactive sculpture that celebrates the Arab contribution to optics.
NeuLion now provides similar services for other professional sports leagues, including the NFL and NBA. A recent partnership with the UFC lets mixed-martial arts fans purchase a series of fights to watch with more camera angles, audio feeds, and interactive options than they could otherwise.
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As you know, the Board of Directors (the "Board") of Take-Two Interactive Software, Inc. ("Take-Two" or the "Company") carefully considered Electronic Arts Inc.
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