UK developer Evolution Studios is already planning for opportunities on the PlayStation 4, according to chief executive Martin Kenwright.
With the racing specialist readying Motorstorm for launch on the PlayStation 3, Kenwright believes that it's important to think far ahead as the industry is set to change monumentally in the future.
Speaking in an interview with GamesIndustry.biz, part one of which is published today, Kenwright said, "The market place will be changing beyond all recognition in the next five years. We've anticipated that.
"I know people are looking at PS3 now, and I'm not being glib, but we're actually looking at PS4. I'm thinking where will it be in five years, how will we get there? What will the marketplace be like, the games, and who'll be buying them?"
Kenwright believes companies that settle into a routine are more at risk than those who experiment with original IP - with sequels to popular games merely dividing the market.
"Hindsight is a wonderful thing, but sticking to what you're best at can be more of a risk than reinventing yourself," said the studio boss.