Avatar producer John Landau has effectively blamed Fox for the average performance of the official game based on the James Cameron film - which was created and delivered by Ubisoft.

Chatting to Wired, Landau said game makers needed to work more closely with film creators to ensure high quality.

"[Developing these games] can't be studio-driven. It has to be filmmaker-driven. I think [game companies] need to go find the Jim Camerons, Steven Spielbergs and Peter Jacksons of the world and develop the relationships with them. I wish it was coming together more," Landau explained.

He also explains that Ubisoft's marketing efforts were hamstrung by secrecy surrounding the film in the run up to launch. No early trailers of the game were released, for example.

By Luke Guttridge