Ubisoft's Yves Guillemot has argued the industry needs the next-generation of consoles to get a move on for the sake of creativity and new IP.
"We have been penalised by the lack of new consoles on the market," the CEO told Gamasutra.
"I understand the manufacturers don't want them too often because it's expensive, but it's important for the entire industry to have new consoles because it helps creativity."
In the past Guillemot has explained that it is always keen to support new tech at an early stage, in order to test the market and get to the "trendsetters."
Here he added to that, saying the a new generation was the time for developers and publishers to try out new IPs.
"It's a lot less risky for us to create new IPs and new products when we're in the beginning of a new generation," he continued.
"Our customers are very open to new things. Our customers are reopening their minds -- and they are really going after what's best. ... At the end of a console generation, they want new stuff, but they don't buy new stuff as much. They know their friends will play Call of Duty or Assassin's Creed so they go for that. So the end of a cycle is very difficult."
He also praised Nintendo's latest machine, the Wii U, which Ubisoft is developing the exclusive ZombiU title for.
"I think they've created something good, if the customer uses everything they have created, I think we can see a good success with that machine. That type of collaboration can be fun and also challenging at the same time. It's something has never been done before. ... Those guys are taking lots of risks with the games they create -- and they're extremely successful."