Most video games are "boring" or too complicated, and game makers need to do more to appeal to casual players, according to the head of the world's largest video game publisher, Electronic Arts Inc. (ERTS).

"We're boring people to death and making games that are harder and harder to play," EA Chief Executive John Riccitiello told the Wall Street Journal in a story posted on its Web site on Sunday.

Riccitiello became CEO at EA in April in his return to the game maker. EA's former chief operating officer had left the company in 2004 to help found Elevation Partners , a media and entertainment buyout firm.

• Click here to read the Wall Street Journal article.

The video game executive criticized the industry for rolling out sequels to new games that add little from the previous version.

"For the most part, the industry has been rinse-and-repeat," he was quoted as saying. "There's been lots of product that looked like last year's product, that looked a lot like the year before."

The comments were made as the $30 billion video game industry prepares for its annual gathering, the Electronic Entertainment Expo , or E3, in Santa Monica, California. Anticipation is running high that cheaper hardware and a host of keenly awaited new games will fuel the strongest sales in years.

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