Speaking to Forbes, Ubisoft US boss Laurent Detoc has explained the reasoning behind not bringing Assasin's Creed 2 to market this year: you'll want it more when you finally get it.
"When we bring it back, there will be more anticipation for it," Detoc said.
Working on games over years instead of pushing out annual updates means better games, Detoc added, saying that the firm has to be careful with its product quality.
"We just did Assassin's and are sitting on top of the world, but we have to come back to reality very quickly because you're only as good as your last product," he said.
"Don't drink the Kool-Aid too much; we're going have to defend our position."
Assassin's Creed has been confirmed by Ubisoft, but goes undated.