EA Vice President Jeff Brown expects development costs to sharply rise in the next generation. He expects that games for the upcoming consoles will cost 200% more than current titles. He explained to BBC News Online that the transition [to new consoles] is a very painful process for every game developer." He then added in very poetic terms: "We look at the transition like a forest fire. It makes the healthy trees stronger, but burns away the weeds."

He also confessed that the "franchise strategy is good for the company, investors and consumers as this is a hit-driven business." He added that it is good for the consumer as video games cost a lot of money to make and have a high price at retail. If you buy three or four games a year, you don't want to make a mistake."

Brown expects game costs to increase in the next generation to make up for the rising costs.

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