Ubisoft Wants To Excite The Gaming Industry
Ubisoft has had some very big, very unique franchises over the years so the publisher’s in-house developers clearly have no shortage of imagination or creativity – generally speaking. Does that mean Ubisoft will be the one to liven things up again and break the cycle of brown shooters and homogenised sequels? That’s anyone’s guess but they’d certainly like to try it would seem.
Ubisoft marketing executive Tony Keybelieves that the raw power of the PS4 and Xbox One will open the floodgates for innovation.
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“There’s so much more under the hood,” Key said about the Xbox One and PS4 in a new interview with GamesIndustry International. “Give them just a little more time and you’re going to see the difference start to build. The amount of innovation that’s going to occur around these machines is really going to inspire the category. That’s what we need: We need to bring excitement back to this industry.”
Keys mirrored Ubisoft CEO Yves Guillemot’s sentiments when he lamented the length of this console generation.
“We have been penalized by the lack of new consoles on the market. I understand the manufacturers don’t want them too often because it’s expensive, but it’s important for the entire industry to have new consoles because it helps creativity,” Guillemot said at the time.
Also in the interview, Key provided an explanation for why he believes launch titles for new consoles aren’t always the most well-received.
“Right now, all publishers are transitioning their development resources. For a game like Assassin’s Creed: Black Flag, most of the sales are still going to be on current- generation platforms. We can’t make a version for PlayStation 4 or Xbox One that’s so wildly different that we can’t market them together,” Key said. “So, for now, developers and designers are focused on making a game that works really well on all of the systems–but as we transition resources to the next gen, it’s going to be more difficult to do that because the power of these machines is going to allow so much more creativity.”
At the start of this console generation Ubisoft absolutely amazed us with something fresh and exciting in Assassin’s Creed, could they do it again with Watch Dogs? The game is set to be a marquee title for the publisher in 2014 after missing it’s original 2013 release date. The publisher also has Tom Clancy’s: The Division in the works which looks promising. Key said today that though it was “heartbreaking” not to be able to deliver the game at launch, from a business perspective, it was “not a difficult decision to make.”
“Watch Dogs is designed to be a long-term brand for Ubisoft,” Key said. “We won’t launch it until we know it’s equaling the vision it can achieve. We’re playing the long game–and as a company, we know how important it is to get it right.”