Valve bossman Gabe Newell has criticised the inclusion of DRM measures in games - claiming that copy-protection systems diminish the value of releases.
Speaking last night at the Game Developers Choice awards - where he picked up the Pioneer Award - Newell said:
"One thing that you hear us talk a lot about is entertainment as a service," he said.
"It's an attitude that says 'what have I done for my customers today?'
"It informs all the decisions we make, and once you get into that mindset it helps you avoid things like some of the Digital Rights Management problems that actually make your entertainment products worth less by wrapping those negatives around them."
Develop reports that Newell's comments were greeted with cheers from the packed crowd in San Francisco - made up of developers and industry luminaries.
Newell's comments come after Ubisoft's controversial decision to include DRM technology in its PC releases, including Assassin's Creed 2.
The French publisher's games now require an "always on" internet connection - which has already caused disruption to players.