Electronic Arts' CEO John Riccitiello has warned than yearly sequels and increasingly difficult games are alienating consumers.
Speaking to the Wall Street Journal, the outspoken exec said that new gadgetry and innovations in the online space are considered more interesting than the latest videogames.
"We're boring people to death and making games that are harder and harder to play," he said.
"For the most part, the industry has been rinse-and-repeat. There's been lots of product that looked like last year's product, that looked a lot like the year before."
Riccitiello believes more innovation is needed in videogames if the industry intends to tackle the threat posed by new, more compelling technology.
The latest games titles are "at risk of being a little less interesting than Facebook and iPods and the next cool cell phone," according to Riccitiello.