If you’re not a fan of the free-to-play model that is plaguing the video game industry, you’re not the only one. A report from Bloomberg quotes legendary video game designer Shigeru Miyamoto as more or less lambasting the practice, urging companies to do better.

Miyamoto’s comments came during the Computer Entertainment Developers Conference (CEDEC) in Japan. There, he showed his support for a fixed price model, saying the approach of nickel-and-diming users with free-to-play titles isn’t sustainable.

“We’re lucky to have such a giant market, so our thinking is, if we can deliver games at reasonable prices to as many people as possible, we will see big profits,” Miyamoto said.

As Bloomberg notes, the free-to-play model has ballooned to a $140 billion industry, so Miyamoto’s rallying cry might fall on deaf ears. One of gaming’s most popular titles available right now is Fortnite, which allows users to download the game for free but charges for cosmetic items.

Additionally, players can purchase a Battle Pass to unlock challenges and gain rewards.

Even though Miyamoto supports a fixed price model, he conceded that Nintendo’s preferred approach hasn’t been a huge success. Even still, the designer remains steadfast and is hoping the fixed-cost model will become entrenched. “That way everyone can develop games in a comfortable environment.”