Valve boss Gabe Newell has rejected the theory that prohibitive pricing is a major cause of piracy.
Instead, he told attendees at the WTIA TechNW conference in Seattle, it's an issue with the service being offered to consumers.
"One thing that we have learned is that piracy is not a pricing issue. It's a service issue," he said, according to Geek Wire.
"The easiest way to stop piracy is not by putting antipiracy technology to work. It's by giving those people a service that's better than what they're receiving from the pirates."
Newell used Vlave's experiences in Russia as an example.
"You say, 'oh, we're going to enter Russia', people say, 'you're doomed, they'll pirate everything in Russia'. Russia now outside of Germany is our largest continental European market.
"... The people who are telling you that Russians pirate everything are the people who wait six months to localise their product into Russia. ... So that, as far as we're concerned, is asked and answered. It doesn't take much in terms of providing a better service to make pirates a non-issue."
At the same conference, Newell said he thinks Apple will launch a living room product "that redefines people's expectations really strongly and the notion of a separate console platform will disappear".