EA will launch “two to three new IPs a year”

By Patrick Garratt, Tuesday, 30 June 2009 08:47 GMT

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EA Games president Frank Gibeau’s told Gamasutra that the next three years could see as many as nine new IPs released from the firm.

“It’s hard to forecast, but I think we’re probably looking at two to three new IPs a year,” he said, a level “I feel good about,” the exec added.

“We’re looking at a three-year SKU plan right now. Between EAP and our internal studios, both of which are in our group, I can safely say it’s at least two to three new IPs.”

Gibeau said earlier in the interview, however, that mistakes were made with launching new properties in 2008.

“I think we launched too many new IPs all at once in Q3,” he said.

“I would have spread them out and found better windows for them. I would have had longer marketing for them. The marketing cycles were fairly short.

“We didn’t have enough assets to really build the fanbase, build the community, and get that long lead demand built.”

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