Xbox VP and ex-Nintendo Europe head David Gosen has warned against "gimmicky" gaming devices like Wii Fit, which he says for the majority of owners won't get played twice.
Microsoft's VP of strategic marketing and Live said that new user interfaces will continue to come, but they're only good if they enhance the gameplay experience. "They are not good if they are gimmicks," he said.
"What Nintendo have done with the Wii is truly fantastic - there is no question about it. But I think sometimes there is a thin line between gimmick and great gameplay," Gosen told Develop magazine.
"We've seen some research that says 60 percent of people who bought a Wii Fit play it once and don't play it again. So we have to get the balance right, because what we are doing is bringing new consumers into the market for the first time in their lives sometimes - and we have to treat them with respect.
"And at the end of the day that comes back down to creativity," he added. "We have to ensure that the peripheral strategy that anyone employs makes sense and delivers a truly game changing experience. Because if it's just 'okay' it will end up in the cupboard under the stairs."
When we asked about Microsoft's own whacky peripherals, such as the upcoming motion-senstivie mic for Karaoke game Lips, Gosen responded:
"If you look at what people don't like about existing karaoke games it's that you've got wired microphones which look like they've come out of a toy shop and a fairly restricted song base.
"When we designed Lips we looked at those two major barriers. We created the wireless mics, which look and feel like real microphones, have motion sensors so you have more opportunity to get fun out of it because you can use it as a percussion instrument and even light up. Then we added in the opportunity to sing along to your own music library, and have PDLC on top of that.
"We think that's a compelling substantially differentiating singing proposition."