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I think all that would do would be to kill some of the sales for their games. Not everyone is going to buy a console for a game, and certainly not for a sports games. As for the FIFA in Europe, that wouldn't sell anything on a EA console because Europe would just buy the PS3 and buy Winning Eleven.

Doing this would kill sales, not improve it. And the financial commitment one has to make to enter the hardware race would just destroy any profits (if any) that could be made. It would probably hurt Microsoft the most, EA the would be effected by a good amount, Sony the third (though very little hurt would come from this) and Nintendo the least.