The used game market isn't beneficial for anyone, Crystal Dynamics' global brand director Karl Stewart has said.
Stewart told CVG that the industry has to look at ways to encourage people to buy first hand copies of games.
"Retail, I don't see it going away for a long time yet but I do see us having to be more creative in the way we blend the two together," he said.
"I think the model as we see it right now is a frail one. Having the used market is not beneficial to any of us.
"Some of the plays that have been made more recently about having DLC available when you buy the game and then adding a charge to the consumer who buys it second hand, I think that's just naturally the way it's going to have to go to deal with those kind of situations."
He added: "At the end of the day we take huge risks and we invest ten of millions of dollars in making a game and marketing a game and to think, stock turn wise, we could sell one but four people could play it, I just think that it's something that we have to manage very carefully."
Both EA and Ubisoft are looking to introduce DLC packaged with original games that will only work once, and therefore hopefully encourage people to buy first hand.
We're seeing controversy build around 'new copy-only DLC' already. Opinions, anyone?