Former Electronic Arts CEO John Riccitiello has said that mobile developers’ current fascination with bringing “console quality” graphics to mobile gaming is a mistake.

Speaking at Casual Connect, Riccitiello said that during his tenure at EA he heard many mobile developers say, “We're going to bring console-quality to mobile. That will differentiate us from everyone else.”

“I think that's a mistake," said Riccitiello. "Investing in better graphics without figuring out what differentiating gameplay you're going to have – without thinking of how gameplay rewards players – is a road to ruin. Prettier games cost more to make. Better games satisfy consumers.”

Riccitiello went on to compare the graphics arms race in mobile with the graphics arms race in the strategy genre in the ‘90s that significantly increased development costs without bringing in new players.

“Developers need to build brands,” recommended Riccitiello. “Games that don't build a brand will not be around in a decade. Will Clash of Clans be with us in 25 years? Madden turns 25 this year. Will Candy Crush be around next year and still be doing a few million a day?”

Riccitello also suggested that there’s not enough innovation in the mobile space anymore.

“Incremental innovation isn't going to cut it anymore on mobile.”

“The next hits are going to come from fundamental innovation.”

Riccitiello stepped down as CEO of EA in March.