His industry will get its chance, says Kotick, when the next generation of hardware makes it possible to master the difficult art of facial animation, bringing characters to life and providing an emotional connection that allows for better storytelling and character development -- what film and TV deliver today. The notion is not as far out as it might seem, as anyone with teenagers can attest. Already, videogames have begun providing an interactive and physical experience, with systems such as Nintendo's Wii and games like Guitar Hero, that go well beyond anything on film and TV in terms of audience interaction and participation.