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Ubisoft won’t ship imperfect ‘Assassin’s Creed’ just to churn out annual release

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The pressure to turn around an annual Assassin’s Creed release won’t dictate if Ubisoft will ship a game they think is subpar, according to a report today from VG 24/7.

In an interview with IGN, Ubisoft North America president Laurent Detoc said if somehow the studio churned out a “70 percent” completed Assassin’s Creed games in terms of quality, the publisher wouldn’t ship it just to meet the demands of an annual release.

“If we think we’ve ended up with a 70 percent Assassin’s Creed game, we’re not going to ship it. That damages the brand,” Detoc said.

Detoc said the quality of the game is what brings back players to Assassin’s Creed and other franchises, and no brand could overcome consumers changing their mind about playing the title after a string of bad releases.

“I’m not going to give you the names of products, because you know them as well as I do, but if you start to make games at 70 percent, even with a big brand, eventually people are going to change their mind about that brand,” Detoc said. “They won’t want it any more. That’s what saves the recurrence.”

It’s important to bring not only a fresh gaming experience but also a quality one, Detoc said, because though a franchise like Assassin’s Creed may have a large install base –– an estimated 10 million last year by Detoc –– there’s always untapped consumers.

“There’s a lot of people who can play your game,” Detoc said. “We have fans who come back to the franchise and we’re very thankful for them, because we think we’re giving them a good game to play, and they give back to us when they buy it. But there’s a lot more people out there who we can sell games to.”

Just yesterday Detoc talked about the Ubisoft upcoming next-gen title Watch Dogs developing out of a scrapped Driver game after developers decided to head a different direction. You can read that full Examiner report by clicking here.


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