Ubisoft's North American president, Laurent Detoc, expects Microsoft to see an iPad-like consumer reaction to Kinect when the device launches next month.
Asked by Gamasutra whether the platform holder will be able to drive a new audience to games with Kinect, he said: "Yes, I think so - because it's cool.
"It's a piece of technology. Why do people buy iPads? I have an iPad. My wife has an iPad. Why? You've gotta have it. Kinect, you put that on top of your TV. You've got to have it. It's cool.
"I believed from day one that you could play without a controller," he added, going on to suggest that "Ubisoft is well-positioned to be the leading third party on that machine".
Detoc said he'd seen 100 internal prototypes of "things you can do" with Kinect. Ubisoft's currently making about "half a dozen games" for Kinect, but "could have made" 12. "There's a right balance to have."