Total War Battles: Shogun lead designer Renaud Charpentier believes that 70 per cent of today’s games “play like shit” because developers don’t prototype gameplay early enough.

"When you look at the market, probably 20 to 30 per cent of the games are confident, and maybe 60 to 70 per cent are not good enough," said Charpentier.

"Usually, they run. Most of them don't crash - most are competent technically. Most of them look okay or even good, but they play like shit."

It was Charpentier’s belief that no developer could make “a turd into a great game to play" in the final weeks of production.

"Their biggest risk is not on the tech, not on the art, it's on the design. You have to front-load that: it has to drive many of the other decisions,” he said.

"Hopefully that's something we manage to do at Creative Assembly, and that we managed to do with Battles, but it's still something that I think is lacking [in the industry] and it has to change.

The industry was ultimately accountable to gamers, said Charpentier.

"We can't keep releasing games that anyone can tell are not interesting to play after 30 minutes when 20 or 30 people spent two years working on them. It doesn't make any sense.”

"As a player, I hate going through the burden of downloading a game, installing it, rebinding the controller, going through the tutorial, playing another couple of hours and then realising it's fucking boring!"