Film Producer Todd Eckert has called for games developers to avoid emulating the film industry, saying it runs the risk of being "co-opted".
Giving a speech at the GameHorizon conference, Eckert told attendees that games are on their way to becoming the "greatest artistic medium" and should be wary of repeating mistakes made by the film industry.
"Today, the greatest potential for meaningful interaction between the entertainer and the entertained exists in videogames," he said.
"Games should become the world's dominant medium...the film industry sees itself as a funnel channelling pop culture down the throats of the masses. For some reason the game industry still seems completely enamoured with the film industry. And if we're not careful we'll become like they are - little more than a marketing tool."
"We all have the responsibility to make games the greatest artistic medium they can be and we can. I know some of you are here to make money, that's fine, but without the fundamental soul of the game the medium is nothing," Eckert added.
The GameHorizon conference is taking place today in Newcastle, and has attracted speakers such as Chris Satchell, Ian Livingstone, Charles Cecil, Tameem Antoniades and more.