Sony is determined to push 3D graphics into the realm of gaming, but the company seems to be aware that quality, not quantity, is what can win over gamers. They've been telling game developers to take the plunge only if it makes for a better gaming experience, and not just to take advantage of an industry buzz word. Sony's Mick Hocking said, "We need to, and we're trying to encourage everyone to learn about 3D properly and come and talk to us so we'll support them when they convert the games. But only deliver the best quality 3D. As we've seen in some other industries, if you make great quality 3D, in film you could say Avatar – it's the most successful film of all time, it's the highest grossing film of all time – but since then that hasn't been followed up with the same degree of success. ... If people see great quality 3D it does enhance the experience. It's a great feature for a game. But if they see poor quality 3D it can put them off. Unfortunately some people are producing poor quality 3D, in all mediums. Over the last 12 months we've seen TV, film, some games, where the quality hasn't been there. It's just a case of people need to understand how to work with 3D, how to make it technically correct and then how to use it creatively. Only add 3D where it makes a difference to the gameplay experience. It must add something. Don't just add depth for the sake of it."