Jack Watts' inconsistent AFL form prompted Melbourne leaders to confront him about his responsibilities this season.
Demons co-captain Nathan Jones has admitted frustration with former No.1 draft pick, who was dropped late in the season after struggling on his return from a hamstring injury.
Watts kicked 22 goals in 16 matches and showed glimpses of his best in a year when the Demons fell just short of the finals, finishing ninth after a final-round upset loss to Collingwood.
But questions were also raised over the forward's effort at the start of the year when he failed to gain selection for pre-season matches.
Jones said the 26-year-old Watts and some younger players at the club needed to be more accountable off the field.
But the expectations on Watts were higher given his experience, with his form too inconsistent.
"That's the discussion that we have had we him," Jones told Melbourne radio station SEN.
"That is the frustration.
"That's probably why we tend to come down harder on him, because he's a more senior player. He's been exposed to it for a longer period of time.
"We expect more from him. I think the message is pretty clear for him."
Jones said Watts was part of a group of Demons players who could improve their commitment.
"I can hold you accountable from eight-to-four, but I'm not sure ... what decisions you make that then may impact your performance on the weekend," Jones said.
"That's something we addressed clearly particularly with our younger players."
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