Bethesda's Peter Hines says good graphics are an integral part of creating immersion as well as a valuable marketing tool.
Speaking on the latest OXM podcast, the publisher's VP of marketing said: "There's a lot of people who say graphics don't matter. To them I usually say 'you're lying'.
"[People] will look at a screenshot and make a snap decision: 'that looks awesome', or 'I'm not interested'. So if you can make something look amazing just at first glance, it's so much easier to get them."
According to Hines, quality visuals play a key role in creating "a sense of immersion", and with the upcoming Elder Scrolls V: Skyrim, the company's "looking for the best sense of immersion you can get".
Last month, Bethesda launched a Skyrim trailer showing off the first in-game footage.