Revolution Software's Charles Cecil believes games should move away from the one-size-fits-all approach to software pricing as it's getting in the way of sales.
"Gears of War was clearly a blockbuster, people are happy to pay GBP 40 for that and feel it's good value," he told GamesIndustry.biz
"But then we have all these smaller games like Katamari Damacy that get very well reviewed and perceived very fondly by people within the industry, but don't sell to a wider audience. My view on that is you can only sell something for GBP 40 if it's truly epic."
"We've got to find different models where we have the epic games on one side and the more 'indie' games on the other," he added.