Torsten Reil, CEO of Natural Motion, feels that the UK needs to do more than it is in order to meet the demands of the growing free-to-play genre.
Speaking to Develop, he said that the UK is still far behind when it comes to free-to-play games.
"I think the UK is still lagging behind very much. I'm seeing on some games that are coming up that I think look great and take a huge step forward in visual fidelity on these devices but they are not games that resonate that well necessarily on a large scale because of either the subject matter or more likely the play pattern."
He went on to say that most people in the UK doesn't understand the genre properly.
"I think free-to-play is not properly understood in most of the UK, and I think that is a huge issue, but it is something that will change," he continued.
"It's just a question if whether it happens fast enough for several big companies to emerge. We're going to end up worldwide with probably three-to-four really big players worldwide in this market and we want to be the leader."
Natural Motion is a leading game technology and development company and has developed titles such as Icebreaker Hockey, NFL Rivals and free-to-play games like CSR Racing and My Horse.
During an interview with GI.Biz last month, Reil disclosed that the firm had managed to raise $11 million in funding.