What you won't hear McGovern boast about is the telematics (GPS and other interactive systems) monitor that hides in the center console, or the paddle-control automatic transmission shifter that resides on the steering column.

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For the last six years, the Wii has pushed the limits of what we had originally thought were possible to get out of our console games, and spawned a new generation of interactive gaming in general.

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This is Kinect Sesame Street TV, a fully interactive version of the award-winning educational program that goes on sale exclusively for Microsoft s Xbox game console in September.

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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.

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