Yannis Mallat, CEO of Ubisoft Montreal and Ubisoft Toronto, has told VideoGamer.com that there's no longer room in the video game industry for average or bad games.
Asked if he felt Ubisoft's upcoming sequel, Assassin's Creed 2, could compete at retail with the might of Activision's Modern Warfare 2, perhaps even surpass it, Mallat said:
"It would certainly be too pretentious of me to try to predict the future. But I can certainly say there is no room any more for average or bad games, but there is still a lot of room for awesome games, and that's what Assassin's Creed is."
But just how big can the Assassin's Creed franchise become? The biggest name in gaming?
"It is possible, absolutely," said Mallat. "Assassin's Creed is already the fastest selling new IP, two years ago, and that's good."
He added: "Is Assassin's Creed going to be the biggest brand or name in the video game industry? I certainly hope so, and I would say we're doing everything we can so that it happens."
Assassin's Creed 2 is scheduled for release on November 20 for Xbox 360 and PS3. The PC version will release in 2010.
Find out what else Mallat had to say by heading over to the interview in full.