Last month, EA Labels president Frank Gibeau said that he felt "the time to launch an IP is at the front-end of the hardware cycle." His argument? That "if you look at the market dynamics, as much as there's a desire for new IP, the market doesn't reward new IP this late in the cycle. They end up doing okay, but not really breaking through."
But Insomniac Games CEO Ted Price - who is currently heading up development on new IP Fuse under EA's Partners programme - disagrees.
"Well, we're seeing evidence of that right now with Dishonored, right?" Price told VideoGamer.com when questioned about Gibeau's comments. "Dishonored is kicking ass out there as a new IP."
When asked whether he thought Gibeau was wrong to say such comments, Price replied, "Yeah."
'New IP can always succeed if it's a well-made game that offers players something that is compelling'
He continued: "Well, I mean look, I believe, and we at Insomniac believe - and I think EA believes - that new IP can always succeed if it's a well-made game that offers players something that is compelling.
"And I think this spring we're still going to see a lot of new IP. We're going to see Fuse, we're going to see The Last of Us, and so as a player, I'm always interested in experiencing new universes no matter where we are in the life cycle. I also like playing sequels, but new IP is a break for players from the games that they have been playing for the last five or six years."
Dishonored, published by Bethesda, launched earlier this month. The game entered the UK All Format Charts at number two. The game has continued to sell solidly since, prompting Bethesda's VP of PR and Marketing to tweet: "Hooray for new IP!"
Fuse is due to release on Xbox 360 and PlayStation 3 in March 2013. For the full interview with Price, head through here.