Innovative new hardware and software are needed to drive growth in the console market, according to Robin Kaminsky, Activision's former executive vice president of publishing.

Writing in an opinion piece for IndustryGamers, she said today's traditional games market "is in trouble", pointing to US industry sales in July, which were the lowest on record since October 2006. "Many believe digital sales and the economy are the core drives of the decline. I believe a lack of innovation - actual stagnation in game development - is the real culprit," Kaminsky wrote.

"For traditional games to grow, I believe a new generation of consoles is needed, consoles with real innovation and the resulting onslaught of new IP and innovative gameplay. Ideally these consoles will bring a breakthrough on how games are played or what kind of game experience can be delivered.

"It cannot be just bigger, more complex games or yet higher definition graphics," she added. "The industry, both traditional publishers and the console makers themselves, need something different in the next cycle... In an industry where new, innovative and fun is key there is no future in more of the same."

Kaminsky, who previously oversaw all studio and product development at Activision, went on to outline her hopes for the next generation.

"The next generation of consoles and games should recognize that consumers are mobile and active, value the player regardless of where and when they play, consider short and long play sessions, optimize both hardcore and casual games, embrace button/controller led play and new interfaces, enable content to evolve so games are dynamic not static, encourage alternative payment approaches like free to play, that drive more users to try the game, alongside the traditional buy it to play model, drive increasingly social and community driven experiences, and perhaps even allow play across devices regardless of manufacturer or form factor."

Last month, Kaminsky and former SCE Worldwide Studios boss Phil Harrison joined the board of Dave Perry's cloud-based game streaming service Gaikai.

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