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Ouya CEO: "There will be a new Ouya every year"

We already knew that Ouya isn't playing by the rules of gaming giants like Microsoft, Sony, and Nintendo.

But now the Los Angeles-based startup has revealed yet another way it plans to differentiate itself from other game console makers. Instead of adopting the traditional model where new hardware is released every five to seven years, Ouya plans to launch a new version of its Android-powered game system every year.

"Our strategy is very much similar to the mobile strategy," Ouya CEO Julie Uhrman told Engadget, following a speech at the D.I.C.E. Summit. "There will be a new Ouya every year. There will be an Ouya 2 and an Ouya 3."

Uhrman said the company will "take advantage of faster, better processors, take advantage of prices falling. So if we can get more than 8GB of Flash in our box, we will." All games will be backward compatible with older console versions, she added.

Ouya declined to comment directly on Uhrman's statements. "We are currently focused on the launch of OUYA in June and will provide more information on timing of system updates in the future," a spokesman said.

Recently, Ouya announced several new partners for the company's first-generation system, due out in June, including Double Fine Productions, creators of the upcoming title Reds. In addition, Verse, the game studio run by Words With Friends creator Paul Bettner, is also "currently in development on two unannounced titles for Ouya," the company said.

Ouya also this week announced a deal with Amazon to take pre-orders for the console. The company in late December began shipping its first dev consoles to investors who'd ponied up $600 (£380) or more. Other Kickstarter investors will get their Ouyas in March, a few months before the general public in June, the company said earlier this week.

Pre-ordering is now live on Amazon. The console is priced at $99.99 for the hardware itself, a clear-plastic controller, and cables.The Ouya is expected to retail for £99 in the UK.