Well, Sony are trying to push gaming, there blu-ray obsession will give game developers a whole lot more possibilities for there games, with nearly 50GB of data to fill, while developers can only go up to about 9-10GB with Xbox and Wii games. And Sony are doing the whole motion sensor thing, just not to the extent as Nintendo. MS are trying real hard with Xbox Live, which is getting gaming alot more online and more like a community.
All companies are trying to do more, give gamers more. I reckon all companies have broken through what gaming originally was before.