games win for blu-ray dvd format the next-generation dvd format blu-ray is winning more supporters than its rival  according to its backers.  blu-ray  backed by 100 firms including sony  is competing against toshiba and nec-backed hd-dvd to be the format of choice for future films and games. the blu-ray association said on thursday that games giants electronic arts and vivendi would both support its dvd format. the next generation of dvds will hold high-definition video and sound. this offers incredible 3d-like quality of pictures which major hollywood studios and games publishers are extremely keen to exploit in the coming year. in a separate press conference at the consumer electronics show in las vegas  toshiba announced that dvd players for its technology would be on the market by the end of 2005.   as we move from standard definition video images to high-definition images  we have a much greater need for storage   richard doherty  from panasonic s hollywood laboratories  one of the pioneers of blu-ray  told the bbc news website.  so by utilising blue laser-based technology we can make an optical laser disc that can hold six times as much as today s dvd.  a blu-ray disc will be able to store 50gb of high-quality data  while toshiba s hd-dvd will hold 30gb. mr doherty added that it was making sure the discs could satisfy all high-definition needs  including the ability to record onto the dvds and smaller discs to fit into camcorders. both toshiba and blu-ray are hopeful that the emerging dvd format war  akin to the betamax and vhs fight in the 1980s  can be resolved over the next year when next-generation dvd players start to come out. when players do come out  they will be able to play standard dvds too  which is good news for those who have huge libraries of current dvds.  but the support from vivendi and electronics arts is a big boost to blu-ray in the battle for supremacy.  gaming is a $20 billion industry worldwide  so is as crucial as the film industry in terms of money to be made.  the technical requirement for game development today demands more advanced optical-disc technologies   said michael heilmann  chief technology officer for vivendi universal.  blu-ray offers the capacity  performance and high-speed internet connectivity to take us into the future of gaming.  ea  a leading games developer and publisher  added that the delivery of high-definition games of the future was vital and blu-ray had the capacity  functionality and interactivity needed for the kinds of projects it was planning. sony recently announced it would be using the technology in its next generation of playstations. mr doherty said gamers were  ravenous  for high-quality graphics and technology for the next generation of titles.  gamers  especially those working on pcs  are always focused on more capacity to deliver textures  deeper levels  for delivering higher-resolution playback.   he added:  the focus for games moving forward on increased immersion.   gaming companies really like to focus on creating a world which involves creating complicated 3d models and textures and increasing the resolution  increasing the frame rate - all of these are part of getting a more immersive experience.  fitting these models on current dvd technologies means compressing the graphics so much that much of this quality is lost. as games move to more photo-real capability  the current technology is limiting.  they are thrilled at the advanced capacity to start to build these immersive environments   said mr doherty. currently  graphics-intensive pc games also require multiple discs for installation. high-definition dvds will cut down on that need. likewise  consoles rely on single discs  so dvds that can hold six times more data mean much better  high-resolution games. blu-ray has already won backing from major hollywood studios  such as mgm studios  disney  and buena vista  as well as top technology firms like dell  lg  samsung and phillips amongst others. while toshiba s hd-dvd technology has won backing from paramount  universal and warner bros.  the real world benefits (of hd-dvd) are apparent and obvious   said jim cardwell  president of warner home video. mr cardwell added that rapid time to market and dependability were significant factors in choosing to go with hd-dvd. both formats are courting microsoft to be the format of choice for the next generation xbox  but discussions are still on-going. next generation dvds will also be able to store images and other data. ces is the largest consumer electronics show in the world  and runs from 6 to 9 january.