Jade Raymond, producer of the original Assassin's Creed and managing director of Ubisoft Toronto, has said existing IPs provide good platforms for testing new gameplay innovations, while new franchises is "a really tough task".
Speaking in a video Q&A with the Guardian, Raymond said existing IPs are a good way for studios to test new gameplay ideas without running the risk of alienating fans.
"If you have a gamplay idea, a sequel is a really great way to try out innovation you might not be sure will work," she said, "because even if one new gameplay idea or tech you are trying to create doesn't work, there's still tons of other stuff the fans want to live through and play the next game for."
Raymond added that the creation of a new IP involves elements of work studios don't need to consider when they're building sequels.
"Creating a new IP is a really tough task," she said. "There's a lot of work you have to do when you're creating a new IP that doesn't have to take place when you're building on an existing franchise. You have to ask yourself many questions, and not just on the gameplay, innovation or story, but basic things like, 'What does the character look like? What is the character's past?'
"There is a lot of work that goes into creating a new IP that you just don't need to do if you are building on an existing IP."
You can watch the entire video through the link or below, and be sure to stick around to the end: she says to expect new Splinter Cell info "in the coming months."