Eidos exec and industry veteran Ian Livingstone believes new technology is key to creating innovation in the videogame sector, as all current game genres are too crowded for new ideas to flourish.
Speaking in the latest edition of the Games Central podcast, Livingstone points out that publishers are focused on building a balanced portfolio of titles, rather than risking creating new projects and IP.
"The problem is that on consoles the major genres are jam-packed full, and you have a few genre-owning games. First-person shooters, war games, they're all dominated by big franchises, so it's hard to be original in those genres," said Livingstone.
"Publisher's don't want to take extraordinary risks, they want a balanced portfolio of products. They may take a risk on a few things, but they still want to bank the big titles in the big genres that do well."
According to Livingstone, companies that focus on creating new technology have been leading the way in innovation, and at the same time opening up the gaming market to a wider audience.
"Where innovation can come from is in new technology. Nintendo has demonstrated that you can carve out a new market through innovation. The DS and the Wii will demonstrate that gameplay, gameplay and gameplay are the three most important aspects of a game, and that technology and graphics support that experience," commented Livingstone.
He added: "Plus, there's innovation as the market permeates through society on different platforms and therefore attracts a new audience - PC downloads, online games, mobile and other wireless devices that broaden the market, such as the PSP and DS."
"We've chased the same market for far too long and now the economics are not working out. Games are costing too much in the frontline market for hardcore gamers," he said.
The latest edition of the Games Central podcast, hosted by Tim Wapshott, also features contributions from Jason Kingsley, MD of UK developer Rebellion.
It is now available for download via the GamesIndustry.biz podcast page.