Ubisoft has been one of the publishers in video games to fully embrace the next-generation of gaming, especially with titles like Watch Dogs and The Division being introduced, and EA has taken note of this and believes the strong push Ubisoft has made on these games will also work for them and their IP.
In a report from CVG, EA Labels head Frank Gibeau agreed that EA will take the same, successful approach with their IP that Ubisoft has taken with games like Watch Dogs and The Division.
"Absolutely, and we'll go after that. We're not doing that on the first day of release, we like to build a bit of the base. We have a broader portfolio, we've got a sports business, we've got Need For Speed, so we have more to bring over in terms of existing and healthy and growing franchises, and so we want to add a little bit more there.
"But, if you look at a game like Dragon Age Inquisition, it's a sequel yeah but we're treating it as a new IP with a new approach. We're reinventing it," Gibeau said.
To be ready with games at launch for both new systems has meant companies have had to make months and years of investment into new technologies and engines.
Gibeau said they really believe the investments they've made in new games and technology has paid off and will continue to prove worth it in the end.
"Yeah you're absolutely right, that's been very rewarding for us. The investment we made 18 months ago in building new technology is really paying off. It's also helping us on the new IP front, because we don't need to create new tools. We can just focus on the engine, the play mechanics and build out from there," Gibeau said.
While The Division won't hit until next year, Watch Dogs, Battlefield 4, Need for Speed Rivals and other major titles will be available later this year. For all of our latest exclusives, previews, reviews and features, follow us on Twitter and like us on Facebook. Game On.