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

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