Blitz Games' Andrew Oliver

Yes, everyone feels that they don't need to keep trying to convince people now, it's been done for us with Avatar. The TVs have got one good standard which is perfect and exactly what we want and what the film companies want. Every TV manufacturer is bringing out a 3D model and there's no talk of 'what if it gives you a headache'. Nobody is talking about the problems any more. If you can watch a three hour film you've passed the test. 3D isn't being done badly any more. You do it right and everyone loves it.

We've always had publishers very interested but there's always been the issue that to build worlds in 3D there is going to be a little more work. We've been telling publishers it's going to be 10-15 per cent extra work.. The other issues is that the people will say 'with the market place only having 1 per cent of 3D TVs what is the point?' Everyone has been very sceptical going forward. And the confusion of different formats has put people off. But CES will have changed everyone's perceptions. All HD TVs are going 3D, they do look stunning, they take it to another level. Now it's up to the creativity of game developers to use 3D well to make a more compelling immersive experience. Hopefully publishers can see that it's going to grow to more than 1 per cent of the market. If you go to buy a TV after the summer, any decent TV of a reasonable size will be 3D compatible and hopefully 3D Blu-ray movies will help that. Our games industry is full of first adopters. We don't want to target people behind the curve who pick up second hand games, we want to pick up early adopters who have got money and will go out and buy a 3D TV, a handful of 3D Blu-ray movies and now want some games – they're the ones with the money.

I think it's opened a lot of eyes. We're continually getting thanks from people for pointing out that consoles can do 3D. When I've gone to 3D conferences in the past, all the talk was about 3D films. Having done a few talks, the TV companies are now talking about 3D games and films, and putting that in their own brochures. People can now understand the PlayStation and Xbox can do 3D. That's a general message. That's so different to conversations that took place six months to a year ago, when people doubted consoles could do 3D.

Hopefully it will all start kicking off now. We have agreed a very big 3D deal which is very good for us. There are some people out there who really want to push 3D but I think when it comes to more general publishers CES and the Avatar film will have turned a lot of heads.

If you go on advocate sites for 3D there's lots of people saying it's really cool. But we don';t know how many people or what percentage were actually playing it in 3D. All we know is there's some very vocal consumers who spread the word that it looks very cool when you see it properly in 3D. I still wonder whether we should have put an Anaglyph mode in there so consumers could see it with coloured glasses. There were complaints about headaches but I think that's a bit naive. It's very difficult to say.

It's very impressive that Ubisoft can render a jungle in 3D and that obviously looks really cool, but it suffered in frame rate. You really have to do things in 60 frames per second to get a 3D illusion. Because it's all about your brain seeing a left and right image and creating a 3D world, but the moment you drop frame rate to 30 or 20 it really ruins the illusions quite badly. While it's impressive, and I don't want to knock their assets, the frame rate dropped so badly but the illusion isn't quite there. It's impressive the sense of depth in the jungle, and I think it was a great achievement to create a proper boxed product. With Invincible Tiger the illusion works really well and is silky smooth. You want the best of both worlds really which is what Sony has managed to do. When you look at Gran Turismo, the full game in 3D, it's all coming together.