While the midfielder cannot be blamed for the malaise David Moyes’ side have endured this season, few would argue this has been a difficult campaign for the England international.
Moyes has tipped the Hammers academy graduate to blow the British transfer record “out of the water” should he leave the club.
Still, Keane was damning in his verdict of Rice’s performances.
The pundit believes the midfielder simply has to show more to warrant a big-money move elsewhere, suggesting talk of a £100m price tag this summer is merely “good PR coming out of West Ham.”
“I don’t think he’s been great this season, I really don’t. I think he’s not really kicked on,” Keane told ITV Sport.
“For all the talk about him, a lot of good PR coming out of West Ham about how much he’s worth, I think he needs to do a lot more.
“Doesn’t score enough goals, doesn’t get enough assists.”