Home Gaming Ubisoft wants Assassin’s Creed to be truly innovative, unique

Ubisoft wants Assassin’s Creed to be truly innovative, unique

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In an interview with IGN, Ubisoft senior vice president of sales and marketing Tony Key discussed Assassin’s Creed’s transition onto next-gen consoles and future plans for the brand.

Key told IGN that he found it hard to believe that Assassin’s Creed will depend on hardware for its brand equity.

“Our challenge is to make sure that we’re creating a truly innovative, unique, valuable experience. That’s why we started going into bringing new characters in every year. We’re trying to make it feel fresh. He said.”

But fresh isn’t always better, as we’ve experienced in Assassin’s Creed III. Ubisoft is also playing on our childhood fantasies to make their games more appealing, Key continued to say:

“This year it’s pirates. You personally, you cannot deny that you wanted to be a pirate at some point in your life. It’s the third-biggest-selling Halloween costume in America every year. I checked. We think pirates are a really great theme. We love the rock star aspect of all of that.”

In that case Ubisoft might as well send Johnny Depp a big fat check once the game starts selling, for making the world fall in love with pirates again. According to Key gamers will see a lot more innovation in the games as the studio learns more about next-gen technology.

“We’ve begun to take advantage of the next generation,” Key said. “Those versions are going to look gorgeous. They have more of the density that I’m talking about. As we go forward, and as we learn more on all our products about what the next generation’s power really is and what it can do, you’ll start to see way more innovation.“

This is the first Assassin’s Creed game to head into a new generation of consoles, Ubisoft seems confident that it’ll be a very smooth one. Assassin’s Creed IV: Black Flag will release on current generation Xbox and PlayStation consoles as well as the WiiU late October, with the PC and next-gen console releases to follow.

Last Updated: June 28, 2013


  1. Ultimo_Cleric N7

    June 28, 2013 at 14:38

    The first Assassins Creed was unique….pity the gameplay has barely changed since then. I stopped playing after Brotherhood. AC4 might bring me back, but still……


    • Matthew Holliday

      July 1, 2013 at 12:47

      things got dramatically smoother in AC2, but since then, not much improvement on the visual and gameplay side.
      AC3 visuals were nice enough, and the gameplay was the smoothest of the lot, but the colour palette was so bland it made the visuals irrelevant.
      thats what Im hoping for from AC4, a vibrant, colourfull environment.

      I dont care for innovative, but I want a positive memorable experience, without Desmonds nonsense.
      The only thing I wanted from Desmond, was a modern assassins experience, which we still havent had after 5 games of putting up with his childishness.


  2. Argentil

    June 28, 2013 at 14:41

    How about innovating with a new IP? Come now.


    • Ultimo_Cleric N7

      June 28, 2013 at 14:42

      Blood Dragon was innovative. Loved it.


      • Argentil

        June 28, 2013 at 14:43

        Ja, it was awesome. I was referring to Ubisoft innovating with a stale IP though.


      • RinceWind

        June 28, 2013 at 14:46

        I finished it this week. I still have tears in my eyes man ‘You saved me’, ‘No, you saved me’, ‘No, we saved each other’ HAHAHAHA! Classic!


  3. Stix

    June 28, 2013 at 14:46

    This is like Activision saying they want COD to innovate. They might want it, but they don’t do it. Assassins Creed III bored the living fuck out of me and I’m sure that Assassins Creed 4 will do the same and that is why I will spend my money elsewhere.


  4. OVG

    June 28, 2013 at 15:05

    I stopped after 1. Nothing wrong with 1. It was refreshing and a master piece. Most character animations than all the Prince of Persia’s combined. FLUID movement and cool Landmarks. Jade Raymond could not have made a better game.



    • RinceWind

      June 28, 2013 at 15:05

      There you are motha! That bloody code work?!


      • OVG

        June 28, 2013 at 15:08

        XBOX LIVE is like the fcking Animus. Nothing works.


        • Ultimo_Cleric N7

          June 28, 2013 at 15:18



  5. Iain

    July 1, 2013 at 13:42

    well if its as bad as trying to load AC2 i’ll skip it thank you- better things to do with my time- like actually playing games anbd not staring at the Ubisoft proxy loader screen. AAARRRGGGGGHHHHH


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