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Ubisoft's approach to creating brands like 'Watch Dogs' and 'The Division'

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Without a doubt, Ubisoft is one of the most intriguing publishers to keep an eye on as we get into this new generation of gaming, and one of the biggest contributing factors to this is the type of IP they have unveiled over the last year.

When we look at games like Watch Dogs, The Crew and The Division, we can't help but want to know the process Ubisoft takes when coming up with these new brands. How do they come up with brands like the aforementioned three?

Examiner had the chance to speak exclusively with Ubisoft's North America President Laurent Detoc about the approach Ubisoft takes when it comes down to creating a franchise like Watch Dogs or The Division.

"While we would love for all of our new titles to be franchises, we do have some guidelines we follow that set-up a select number of games to be more long-term franchises.

"Our best franchises have been an outstanding combination of taking advantage of new technical breakthroughs as well as game play and a compelling story/character. We have a blueprint strategy for our top-tier franchises where we really plan out the overall brand in terms of video games, comics, feature films, books, etc.

"As far as genre is concerned, we certainly look towards what areas of expertise we have gathered within our studios and what opportunities may be out there in the marketplace – Watch Dogs and The Division are excellent examples of this approach," Detoc said.

Betting that the brand you create is going to be a success across multiple media is an interesting, gutsy approach to business. However, Ubisoft seems to have their formula down to a science at this point.

Proof of that is the amount of excitement and interest they've been able to generate for their three most recently revealed franchises, The Crew, The Division and Watch Dogs. Having said these things, the games still need to launch and prove their quality matches up with the hype.

Earlier this summer, Aisha Tyler teased a big surprise for E3 2014, which was after Ubisoft unexpectedly revealed The Division. Who knows what this means, but when it comes to unveiling new IP at E3, Ubisoft demands your attention.

For all of our latest exclusives, previews, reviews and features, follow us on Twitter and like us on Facebook. Game On.


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