Cole has started just four games for the Hammers this season and the 31-year-old admits that simply isn't enough for a player of his age.
As a result, the target-man says that he may need to move elsewhere and he is planning to assess his options at the end of the season.
"I thought I'd get more game time but it hasn't worked out. I need to start games," he said.
"I had the opportunity to go to West Brom, as was well publicised, and that was a great opportunity for me to go and play games but West Ham still felt they needed me so I came back.
"I've just tried to get on with my job and I will see where I lie in the summer but I do need games. I need to be integral to a team, I'm at that stage of my career where I've done a lot and now I want to enjoy my football."
Would losing Cole be a blow for West Ham?
Cole has been a loyal servant for West Ham, but he does not appear to have the quality required to take them to the next level.
The Hammers are looking to start competing for the European places before they move to the Olympic Stadium and Cole may not quite have the ability required to represent a club with those aims.
As a result, moving on may be the best move for both parties as West Ham are likely to be on the hunt for more additions this summer.
With expectations rising at the Boleyn Ground, there is a realisation that the Hammers need to inject some quality into their team and if more strikers do arrive then it is hard to see Cole getting the game time that he craves.