The video game business is hotter than ever. Who is cashing in? Bloomberg Boot Camp, a report on today's technology. If you're a parent trying to buy one of the new game consoles for the holidays... .the Xbox from Microsoft or Nintendo's Game Cube... .you know how high the demand is. They're as hard to get as Sony's Playstation 2 was last year. Companies that make components for the machines... like Nvidia and ATI... .are flying high and so are the ones that make games. Number one in that category is Electronic Arts, where VP Jeff Brown says the company has seen lots of game consoles come and go over twenty years... .and...

It's big casino this time. You've got three of what are arguably the best known consumer products and tech companies in the world squaring off to dominate a market that we think is going to be... let's just say much, much bigger than it ever has before."

Another category of company cashing in... the ones that make accessories like add-on controllers for the machines. Paul Chen of Nuby Interactive

"We don't know who the winner of the console wars will be. For us there is a tremendous opportunity because of the increasing need as the new consoles come out for better and more user friendly peripherals."

In this game... it's hard to lose. The Xbox and Game Cube support as many as four players at a time... .but only ship with one controller in the box. For you and me it means the purchase of the console... if you can get one... is just the beginning. Bloomberg Boot Camp, I'm Fred Fishkin.