Gaming giants look to mainstream

The giants of the video games industry gather in Los Angeles this week for the E3 conference, and all sights are set on the mass market.

Microsoft and Sony are both expected to follow the Nintendo Wii's lead and push into social gaming.

Observers say the recent cut for the Xbox 360 is Microsoft's bid to make the console more appealing.

"There is a strong move to pull in women, young girls and older people," said analyst Piers Harding-Rolls.

"It's not just about the traditional gamer anymore. More casual, lifestyle and family-orientated products are going to appeal to a wider demographic," said the Screen Digest analyst.