The interface and the point of view will be crucial differentiators. In my group, artists and programmers work closely together. Most software companies struggle to create a culture where this can happen effectively. Often, there is a kind of mutual disrespect. Programmers always think that artists are a commodity.
Artists think programmers are a dime a dozen.
It is hard to create a culture where both sides learn and understand how to acknowledge each other, how to listen to each other, how to recognize the very different kind of intelligence each contributes and how to make equal contributions to a project. This is a big part of what my team is doing. With the Virtual Worlds Group, it's been my job to provide a vision, develop a plan to execute that vision, and bring together a team capable of working together to evolve the vision and to drive creation and production. In less than two years, my group has deployed two products and is well on the way with a third. At every turn, we strive to insure that the creative side and the technical side are working together in a way that allows us to realize our vision.