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EA Games Label president Frank Gibeau has admitted EA released too many new IPs in the latter part of 2008.
“I think we launched too many new IPs all at once in Q3,” Gibeau told Gamasutra.
“I would have spread them out and found better windows for them. I would have had longer marketing for them. The marketing cycles were fairly short. We didn’t have enough assets to really build the fanbase, build the community, and get that long lead demand built.
“So I probably in hindsight would have picked a couple different windows for Dead Space and Mirror’s Edge.”
This doesn’t mean EA is turning its back on new IP, though.
“… I think we’re probably looking at two to three new IPs a year. We’re looking at a three-year SKU plan right now. Between EAP and our internal studios, both of which are in our group, I can safely say it’s at least two to three new IPs,” said Gibeau.
Gibeau also noted that successful new IPs will lead to an increase in sequel products.
“The degree in level of sequels is going to go up because now you’re getting Mass Effect 2, now you’re getting Army of Two: 40th Day, you’re getting [Battlefield] Bad Company 2,” he added.
“You know, if Dante’s Inferno is successful. Dead Space, we’re going to have a sequel to that game. So, there’s going to be a larger percentage of sequels and blockbusters tied into that mixed, but two to three new IPs is what I feel good about.”
You’ll find more from Gibeau over on Gamasutra.
