EA chief creative officer Richard Hilleman says that for the average player video games are still too hard to learn.

When asked by comedian Pete Holmes at the DICE 2015 Summit in Las Vegas why games couldn't standardise button layouts across titles, Hilleman replied, "Our games are actually still too hard to learn."

"The average player probably spends two hours to learn how to play the most basic game."

"And asking for two hours of somebody's time - most of our customers, between their normal family lives... to find two contiguous hours to concentrate on learning how to play a video game is a big ask," he added.