It’s pretty clear that with the craving to release higher quality games comes the higher price tag for investment into that game’s development, and it seems Ubisoft CEO Yves Guillemot thinks that’s more than likely in the future for videogame developers. “The next generation is going to be so powerful that playing a game is going to be the equivalent of playing a CGI movie today,” Guillemot told CNBC.

What could possibly happen as a result of higher game development costs is anyone’s guess. Game prices could increase or companies could just take the hits with a lower return. Ubisoft seems to already have a plan, which is to subsidize the cost by taking pre-existing assets from the film community which would definitely explain their involvement in the development of James Cameron’s Avatar and probably his involvement at the Ubisoft press conference at E3.