Ubisoft believes the way to keep its brands feeling fresh is to take risks. At E3 2015, SVP of Marketing and Sales Tony Key spoke to IGN about the publisher’s strategy for sustaining its key franchises. And even when they don't pay off, it presents an opportunity to learn about a series' fanbase or about the development process itself.
“You have to take risks,” says Key. “Sometimes it doesn’t work. We took a lot of risks with Unity, to try and move that technology and the brand forward, and some of it didn’t work out.” But Syndicate will benefit from those setbacks.
Miss Syndicate's E3 trailer? Watch it now.
“With this Assassin’s Creed
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