I think alot of it depends on where it begins. if it starts life on the pc, it will move from there to 360/ps3. if they are a native pc developer working on a console only game it depends on who offers the most programing help, which up until very recently had been ms. with sony helping out more now, it could swing the other way.
One thing sony needs to get control of to guarantee ps3 lead development, is a larger share of traditional yearly million sellers within the soccer world this has already happened but they need to get control of madden back. this will help justify the larger teams for ps3 development, and even when being ported will lead to better ps3 ports. the 360 can be ported with a much smaller team, and developed with one as well, so it has an advantage built in.
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