“We talk a certain amount internally about whether you need to have combat as part of the experience. Are there possibilities to actually start separating pieces of the game and actually tailor it to the audience?. Certainly the core gaming experience, folks that are used to playing games over the last ten years, they want to have those battle moments, and the fighting. But there are different audiences that would maybe just enjoy the story. I think it’s actually possible. I think the interesting thing about it too is I don’t know if it’s even necessarily a technology thing. I think once we’ve got the breadth of audience available to us, there could be really good opportunities created by different people coming to games that are story-driven.” – Greg Zeschuk, creative officer of BioWare

I not sure about this statement. I don’t think the industry is not focused purely on violence, I think this has changed this generation. I see just as many non-violent games then violent games. Fuel is a good example. It an massively open online racing game rated E. If you just see the trailer, and look at the characters and the post-apocalyptic style, you would think it was at least a Teen game.