EA Talks New IPs, Claims Next Gen Machines Are “Spectacular”

EA’s Frank Gibeau has said that brand new console game IPs launched at this stage of a console’s life don’t tend to perform very well.

“The time to launch an IP is at the front-end of the hardware cycle,” he said, picked up by OXM, “and if you look historically the majority of new IPs are introduced within the first 24 months of each cycle of hardware platforms.”


“Right now, we’re working on three to five new IPs for the next gen, and in this cycle we’ve been directing our innovation into existing franchises.”

Gibeau says EA are “taking a lot of risks” with established names like Need For Speed and Battlefield. “If you look at the market dynamics,” he said, “as much as there’s a desire for new IP, the market doesn’t reward new IP this late in the cycle.”

“They end up doing okay, but not really breaking through.”

“We have to shepherd the time that our developers spend, as well as the money that we spend on development in a positive way, so we’re focused on bringing out a bunch of new IPs around the next generation of hardware.”

“This is the longest cycle that any of us have ever seen, and we’re at the point where a little bit of fatigue has set in, and people are wondering what they can possibly do next. I’ve seen the machines that we’re building games for, and they’re spectacular.”

EA and Insomniac are launching new IP Fuse (Overstrike) this generation.



  1. That seems like utter crap to me, considering the install base at the beginning of a console cycle compared to the end, but he’s the business man! I mean, I’m pretty sure LA Noire, Heavy Rain, Borderlands, Journey, Flower, Red dead redemption and so many more sold better than most titles at launch.

    • I was thinking the same, there’s probably double the number of PS3s and Xbox 360s about now than there were 2 years ago.

    • For me, it sounds like he’s implying that a new IP early on does better as further franchise releases happen in the same cycle (of any given generation).

      Makes sense, although I’d be fascinated to see all of the reasoning behind things that under-perform when they try to make the transition from one gen to the next.

    • I don’t see any problem with what he said, including all the games you have listed there are a year old at minimum (excluding Journey, but that wasn’t even a retail game) there was a lot of stand out new IPs about midway through the cycle, but then people want to build upon they’re IPs making them better, which is pretty much what this end of the cycle is all about.

      I much prefer there to be new IPs at the start and midway through the cycle that can build their franchise over the course of the console life and create fantastic games by the end when they’re used to the system.

  2. “fatigue has set in” because of the lack of new IP and the fact that those we are seeing feel like more of the same.. Not every IP can sell like Fifa and COD.

    You only have to look at the reaction to Beyond and The Last of us to see there’s a demand for something new and something interesting. Another bunch of new FPS IP aren’t going to sort out fatigue.

    New hardware will just allowing new slightly prettier COD, Fifa, Assassin’s Creed etc… games to carry on dominating.

    Dead Space and Assassin’s Creed succeeded as new IP because they were different and interesting, not because it they were early in the console life cycle. There were a lot of under performing and poor new IP early in the life-cycle too like Haze, Mirrors Edge, Lair.

    • It distresses me to see Mirror’s Edge ranked alongside crap like Haze and Lair. :(

      • Ranked in under performing not quality. It’s sad that EA talk about focusing on existing on IP but haven’t released a Mirrors Edge sequel.

  3. Publishers and devs are really pushing on MS and Sony to get these out, hope it works!

  4. Some one wants to sell a few more games at the start of the next Gen. He isn’t going to come out and say they are crap, as no one will buy their games lol

  5. God forbid that MS and Sony take their time to develop the Xtreme box and PS4play to avoid a repeat of the RROD and YLOD issues.

    The main problem that many people have with this generation is not with new ips but rather the lack of ips that stand out from the crowd. I think roughly 98% of FPSes try to emulate COD which has resulted in the FPS genre being filled with COD clones and thus many gamers have become fed up with FPSes. Release a FPS that stands out and people will buy it such as The Darkness 2. That sold well(okay, it was a sequel and not a new IP). Look at the amount of interest surronding the last of us which i firmly believe will be a major success. So that kind blows the market doesn’t reward new ips argument out of the water. I could think of a few new ips that will sell well.

    I think most publishers would rather stay in their comfort zone and release clone after clone then working to create something that stands out from the crowd which is disappointing as there is a market for new IPs. In fact, if you market it correctly and it is decent, it will sell well. Instead letting it go by unnoticed then wonder why noone has bought your game yet.

  6. Makes sense for me as I am far more likely to try out a new game with my new console than an existing series. Case in point, with my launch PS3 I bought Resistance: FoM and Motorstorm.

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