Michael de Plater, Ubisoft Shanghai's creative director, believes that piracy is killing the PC gaming market.

The studio is purposefully not releasing the PC version of Tom Clancy's EndWar on the same day as the Xbox 360 and PlayStation 3 versions, because it believes users will steal the PC version instead of paying for console copies from the shelves.

"To be honest, if PC wasn't pirated to hell and back, there'd probably be a PC version coming out the same day as the other two," he said according to VG247.

"But at the moment, if you release the PC version, essentially what you're doing is letting people have a free version that they rip off instead of a purchased version. Piracy's basically killing PC.

"You know, the level of piracy that you get with the PC just cannibalises the others, because people just steal that version," de Plater said.