Ubisoft's boss says the video game industry is soulless and needs to be about more than entertainment.
The company's chief creative officer Serge Hascoet - who has overseen the likes of the 'Assassin's Creed' franchise - has insisted games need to focus on educating as well as simply being about having fun.
He told Game Informer: "You know what is missing in this industry? A soul,
"Video games are about gaming, and gaming is not about entertainment, it's about learning. When you learn, you have fun. But when we are just entertainment we are losing something."
Meanwhile, Hascoet revealed that he pushes his own team to make sure each title gives the players something to benefit them in their real lives.
He added: "I question the team about what real benefits the player will take away from the game for their real life. Right now, we don't do enough in this area.
"This is what excites me, how to make something that lets you have the most fun while also having something beneficial for your life."
The company tried to do do more of this with 'Assassin's Creed: Origins' with a 'Discovery Tour' mode, which features no combat and gives players the chance to explore the game world and learn about its history, and it is set to return in 'Assassin's Creed: Odyssey'.