The world is becoming gamers, according to industry legend Peter Molyneux who was speaking at the Unite 2012 conference in Amsterdam.
Molyneux spoke at length about his new studio, 22Cans, and the first game to arrive since his departure from Lionhead, Curiosity.
"One of the reasons I really wanted to leave my beautiful, wonderful, safe place at Microsoft was to have a single idea," he said. "For me, having one idea that I and my team utterly, completely, obsessively, focus on is the reason that I left."
"The amazing thing about where we are today is that the whole world is becoming gamers," added Molyneux.
Molyneux is bored with other forms of entertainment and believes video games are the only form of entertainment that can still surprise people.
"I'm bored with movies, I'm bored with TV programs. We're in the industry, the last entertainment industry that really, truly can surprise people.
"We are in the industry where surprise has to be at the centre of everything that we do."
Speaking about 22Cans, Molyneux revealed that it's very easy to be lazy and revert to what you know.
"It's so tempting to fall back on our old cornerstones of design," said Molyneux. "But often these cornerstones can become millstones round our neck."
Curiosity is due for release on iOS in September, and tasks everyone with removing layers and layers of a cube - only one person will reveal what is in the centre.