Crytek's CEO, Cevat Yerli, has suggested that high street retailers, and the pressure they exert on console manufacturer's to retain hard copy media and reject a fully digital future, are responsible for holding the industry back, noting that "burning relationships" will be inevitable when it comes to "changing the world for good".
"Why are free-to-play online games not widespread on consoles? You should ask Microsoft and Sony this question," Yerli told CVG.
"We see the future of consoles as free-to-play - ideally focussed on free-to-play. That's what I want to see in the future. But unfortunately not everybody shares this vision due to many other reasons."
Yerli explained that Crytek's first foray into F2P - their upcoming FPS Warface - was brought to the tables of all three major console manufacturers, and all three rejected it.
"Eighteen months ago we talked to Microsoft about doing a free-to-play version of Warface, and then again 12 months ago, and then again six months ago. It was the same with Nintendo and Sony," he said.
The reasons behind that? Well, Yerli sees it as an example of the pressure power that retailers exact upon the industry, and he says that is a big problem indeed and needs to change.
"The number one issue that needs to be resolved is how companies like Microsoft, Sony and Nintendo become independent from retail so that they can go fully digital."
"It's an industry problem that needs to be overcome and somebody just has to say, 'I'm going to cannibalise it, I don't care, there's a risk of burning some relationships, but we're changing the world for good.'"
Yerli's comments come just as one of the major platform holders is being praised for its forethought in taking on an MMO crossover, F2P project in Dust 514.
"The Sony folks have been very open and collaborative with us," said CCP's CMO David Reid in a recent interview with GamesIndustry. "Everybody realises that it's something different. It's a different project than other projects on the console or in the PC space really have been. And as a result at CCP we've had to find a partner that could be open with us. We have worked through virtual goods policies together to do things.
"This is not something we could have done on any other platform. You have to think about the complexity of connecting the PlayStation gamers on Dust with the PC gamers of Eve Online and there isn't any other platform in the world where we could do what we wanted to do on Dust 514.
"This is all a brave new world that we and Sony are jumping into together."