“The established entertainment industries have become cynical and complacent in their years of creative superiority. But while the TV and movie-types have been air-kissing, computer games makers have been developing a business which has outperformed Hollywood’s annual box office takings for several years. Halo 3 alone is expected to pip Spiderman 3 by taking more in one night than the summer blockbuster took on its opening weekend. Should the traditional media feel threatened? You’d better believe it.”