EA warns, ‘releasing new IP this late in console cycle is a mistake’

Tuesday, 4th September 2012 12:15 GMT By Dave Cook

President of EA Labels Frank Gibeau has warned that launching new IP so late in the current console cycle is a mistake, and that developers should be using this time to hone their existing products.

Just don’t tell that to Dishonored studio Arkane Frank.

In a interview, Gibeau stated, “The time to launch an IP is at the front-end of the hardware cycle, and if you look historically the majority of new IPs are introduced within the first 24 months of each cycle of hardware platforms.”

“Right now, we’re working on three to five new IPs for the next gen, and in this cycle we’ve been directing our innovation into existing franchises,” he added.

Gibeau was careful to avoid ruling out late new IP altogether, as there is quite a bit out there at the moment. He stated that performance will suffer, more than anthing, “as much as there’s a desire for new IP, the market doesn’t reward new IP this late in the cycle. They end up doing okay, but not really breaking through.”

On the subject of next-gen, Gibeau stated that the rise in the number of gamers had created chaos, and a floundering approach to driving the industry forward. But that madness has almost subsided.

“From this chaos, you’re going to get a new order,” Gibeau explained, “a new approach, that’s going to be a very vibrant time for games.. Yes, there’s chaos right now, but a golden age is coming.”

Cheers OXM.



  1. DarkElfa

    Oh EA, if only you cared more about your games, game studios and customers than your profit margin, perhaps your bottom line would have been larger this past quarter.

    #1 2 years ago
  2. TheBlackHole

    He’s absolutely right. Historically the best time to release new IP is at the start of a console lifecycle.

    Thought that was common knowledge though – it’s hardly a surprise to hear someone say it.

    #2 2 years ago
  3. AHA-Lambda

    Thing is, he’s right. I think the only reason we are seeing some more creep out of the woodworks now (The Last of Us, Dishonored etc) is because of just how long this gen has been, and these IP are trying to position themselves for the next gen.

    #3 2 years ago
  4. ManuOtaku

    Well this generation we have examples that dont follow this notion, like dragon dogma and Amalur, both did good with decent numbers sold, and i think games like the last story and dishonored will do quite well too, maybe is a fair asumption, but like everything it has its exceptions, therefore making new ips on the last part of the generation lifecycle could be done, theres is not guarantee that it will do bad, just for that fact alone, it is a combination of multiple factors that incide in it.

    #4 2 years ago
  5. AHA-Lambda

    Dragon’s Dogma probably didn’t even break even and Amalur shuttered a studio, how are those good examples?

    #5 2 years ago
  6. The_Red

    This is why I’m really rooting for Dishonored, Soul Sacrifice, Last of Us and Beyond because if it wasn’t for them, there would probably be zero new mainstream / big budget games on the way.

    #6 2 years ago
  7. ManuOtaku

    #5 well yes but i meant in the sold numbers, that were decent for new ips, especially this late on the generation, the developer of amalur and its situation had nothing to do with the performance of the game, the game could sold 10 millions and it would colpase like it did,the game has not the fault, well at least not completly, it was a part, but not the biggest or the important, it was a combination of things.

    #7 2 years ago
  8. Da Man

    I remember EA releasing new IPs this late, one being the original Medal of Honor..

    #8 2 years ago
  9. xino

    EA is right.

    but if it’s the 6th gen or previous, it would be stupid.

    because to create a sequel that would sale would mean many people needs to know more about the prequel.
    That’s the reason why they started making HD remakes.

    so now we have no excuse.
    i am sure many people have ps3 or xbox 360 to buy a new game IP at a console’s life cycle.

    #9 2 years ago
  10. hitnrun

    EA: No new games this year, but we’ll reassure you with a passive voice explanation like some kind of Ayn Rand villain.

    #5: The fact that Amalur was conceived by naifs and run by frauds hardly diminishes its quality as a game. According to reports, it would have had to move 5 million copies to keep the studio open (and according to the math presented by the authorities, probably significantly more than that), which is insane. A new franchise couldn’t expect that kind of business if it was literally the best game of all time.

    #10 2 years ago
  11. SplatteredHouse

    So, did he have anything to say about the danger in releasing quality new IP (such as Dishonored), late in the generation. Or, was that a subject out of his ball park? :p

    #11 2 years ago
  12. GwynbleiddiuM

    Someone give Franky here a candy. You can always profit from the current gen, PS2 had a lot of sales while XBOX 360 was out. Wii is profiting well enough even though tech-wise it’s well behind PS3 and Xbox 360 and Wii U will be on par with Xbox and PS3 at best. And btw there are in fact great new IPs coming to this gen including The Last of Us, Beyond, DUST 514, Dishonored and maybe Watch Dogs.

    To everyone who think highly of Kingdom of Amalur: It was utter bullshit, shallow and uber-hyped. It had nothing to do with it being a new IP, it was merely the fact that it was overhyped and they’ve been boasting at how it had R. A. Slavatore, what a great visionary Ken Rolston is, how awesome Curt Schiling is, and in the end their game was mediocre, the story boring, the lore and character design disappointingly uninspiring. They boasted and boasted and boasted, even after the release and after people found out what a waste of 60$ KoA was, they were still boasting, even after the company fell to ruin, they were still boasting.

    So, don’t bring that crap up please as an excuse to validate Franky’s point, you are insulting my intelligence.

    #12 2 years ago
  13. DSB

    He’s not entirely wrong though. Remember Stranger’s Wrath? Nah, me neither.

    #13 2 years ago
  14. TheBlackHole

    “And btw there are in fact great new IPs coming to this gen including The Last of Us, Beyond, DUST 514, Dishonored and maybe Watch Dogs.”

    and let’s see how they perform…

    #14 2 years ago
  15. viralshag

    Exactly, Dishonored isn’t even here yet. It might by hyped on the net but sales could be another story. Probably better to wait and see how it actually does first.

    #15 2 years ago

    A good game is a good game, and will surely sell at any time.

    Maybe he means, if you’ve got a weak game, it’s better to release it when there isn’t much else around in terms of competition…

    #16 2 years ago
  17. HauntaVirus

    I hope dishonored does well but I have a feeling it’s overhyped. Bethesda is good at marketing but they’ve had a rough patch with Brink and Rage. Not to say those are bad games… Just WAY overhyped.

    #17 2 years ago
  18. OlderGamer

    I think he assumes that people will enmass flock to the next gen and abandon this gen as soon as new hardware comes out. I doubt that will happen. Unless new hardware is dirt cheap I expect a slow uptake. meaning that there will be a ton of gamers holding onto old hardware, looking for new games.

    But if you only go by history, he is mostly right. As a general rule. But I can’t remember at time in gaming history when so many people were out of work or simply underemployed. Very few people will jump on to the new gen if those systems wiegh in at 400usd or more.

    I think there is a lot of miles left in current hardware. The graphics are fine, the online is fine, there is nothing outright wrong with them. I really am not sold on the push for a next gen by average joe gamers. I think average joe sticks with a system he already owns and looks to save money. I think the adaption rate will be slower this gen then in the past.

    #18 2 years ago
  19. SplatteredHouse

    @17: I’m not convinced that it is over-hyped, because they’ve been showing gameplay, they’ve been demonstrating the way the game is, and people after seeing these showings believe in what they saw. That’s not over-hype, but a thing for which people are hopeful of it delivering.

    If you want to point to a current example of over-hype: Borderlands 2. (I hope it delivers, and I’m not knocking them) they’ve shown little of anything of the game.

    #19 2 years ago
  20. TD_Monstrous69

    I was angry when I first read the headline, but after reading the article, all I can really say is what do you expect from a guy at the business end of games. If he’s speaking from a numbers standpoint, he might have a point. But it’s just philosophy like this that has stagnated things creatively. I mean, all you need to do is look at the reaction people had at E3 when gameplay for Watchdogs and The Last of Us were unveiled. There’s just too much of the same out there, and both of those games are long needed breaths of fresh air (outside of type and genre). Here’s a hunch for anyone out there, why is do you think sales in games are in decline? Because people are waiting for new hardware? Because the economy’s a little shaky, and people can’t afford the $60 price of a new game? Because games for iOS and Android are dirt cheap compared to AAA console titles? Sure, all are factors as to why this is the case. But allow me to throw a nugget into this argument, what the industry calls “new content”. A lot of times, what’s mentioned as “new content” isn’t very new, but a continuation of something that’s already been an established franchise. Maybe not since 2007 has there been any substancial new IP released, mainly just sequels to IP’s released that year (examples: Bioshock, Assassin’s Creed, Uncharted). Now I’m not bashing sequels to games. Because games and gamers will always need a sense of familiarity. But what I’m saying is after the familiar comes, something new can follow. For there will always be gamers looking for something new, and who the hell is Frank Gibeau to say wait till this new system comes out?

    #20 2 years ago
  21. Da Man

    Last of Us looks stellar. We do need a new, apparently highly scripted zombie game.

    #21 2 years ago
  22. TD_Monstrous69

    @21 Naughty Dog did say the approach to how it is people can play through sections is open-ended (though not quite sure to the level that Dishonored takes it), so not all that sure what you mean by scripted.

    #22 2 years ago
  23. Da Man

    Based on the level of visuals and three Uncharted videogames.

    #23 2 years ago
  24. OrbitMonkey

    @22, Tut, tut, you fell into Da Mans trap! It’s a Sony exclusive! It baaaad!! Arguing will only have him wheel out his “corridor shooter, with QTE herp derp” spiel.

    Oh and for the love of all that’s holy, do NOT imply that Halo is rubbish, he will spit his dummy to the moon!!

    #24 2 years ago
  25. Da Man

    Yes, which is why I keep going about Gears being an utterly lame corridor shooter with an unnecessary cover system and a handicapped script.

    You really are an idiot after all, not even a try hard apparently, huh.

    It’s not a zombie game, it’s a fungus game, BIG difference.

    #25 2 years ago
  26. OrbitMonkey

    Wow, you don’t like Gears? Big fucking deal. You might as well say the fact you like tofu doesn’t make you the tired little troll :-P

    Please get some new material, your so frightfully dull.

    #26 2 years ago
  27. Da Man

    First they say I don’t like Sony, now it’s no big deal if I don’t like MS. But it can’t be that i don’t like MS if I can’t stand most of their software, from Gears to Fable and it’s obv I can’t stand Sony due to despising corridor shooters with overly scripted sequences.

    I don’t have to get any new material for something which looks so uninspiring and dull. lol.

    Have a beer now and refrain from insulting others’ intelligence with your attempts at an argument every time someone points out the obvious.

    #27 2 years ago
  28. OrbitMonkey

    No you say you don’t like Sony… Often… Monotenously… And that’s the point I made you dull little man.

    Oh theirs other things you don’t like? So what? I really am not surprised you have so much bile to spare :-)

    Please continue arguing with kids on the internet, to prove how smart you are ;-)

    #28 2 years ago
  29. Da Man

    You call me dull lil man, a guy in his 30s spending most of his free and working time with videogames, comment sections and beer? Allright.

    I have a distaste for corridor shooters and it’s yet another zombie game at that. Hard to figure out, I know.

    It’s not the first time you rage about people pointing the obvious, so why even try to come across as anything different.

    #29 2 years ago
  30. OrbitMonkey

    Rage? Why waste that on a dullard such as yourself? Bemused would fit more.

    #30 2 years ago
  31. Da Man

    No you are, stupid little ignorant thing.

    #31 2 years ago
  32. OrbitMonkey

    “No, you are….” Lol, nice to see all those books gave you such a literary gift!! :-P

    #32 2 years ago
  33. Da Man

    Erm, they did give me the meaning of sarcasm at least :(

    #33 2 years ago

    For someone who spends so much time dropping pointless little one liners in the middle of ‘heated discussions’ between other people, on subjects that have absolutely nothing to do with him, you are coming across as a complete hypocrite, OrbitMonkey.

    To say the least…

    #34 2 years ago
  35. OrbitMonkey

    Don’t you start picking on me GIGA!! And besides my point was Da Man is a boring little troll. I’m a funny little troll. Where’s the hypocrisy?

    Though it doesn’t surprise me Da Man needed to read books for a understanding of the lowest form of wit.

    #35 2 years ago
  36. Da Man

    You don’t come across as neither funny nor do you grasp ‘wit’ in any way, shape or form.

    You are a top notch troll though, no argument there.

    You come across as a sad little fart too, but I digress :/

    #36 2 years ago
  37. pianomanjack

    Does this mean that Fuse, the Insomniac game that once was Overstrike, is now going to be next-gen? The website is teasing a re-reveal soon from a countdown, and Geoff Keighley has tweeted that he’s filming at Insomniac this week for a new episode of GTTV……?

    #37 2 years ago
  38. OrbitMonkey

    @37, oh sweetums you say the nicest things! Though you desperately need an irony alert, but I digress :-)

    #38 2 years ago
  39. Da Man

    If you say so :(.

    #39 2 years ago
  40. Gheritt White

    Er… wasn’t Sleeping Dogs top of the charts for two weeks in a row just now. or did I dream that?

    #40 2 years ago
  41. Phoenixblight


    Its the summer hole its easy to get to the top of the charts.

    #41 2 years ago
  42. DSB

    And those are UK charts. Sniper Elite V2 was on top for two weeks as well.

    It doesn’t mean a lot without context.

    #42 2 years ago

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