"Milking" the brand as a necessity

The company of one game is a statement of a clearly negative nature. So they scold those studios that have been living on earnings from a single title for many years now. But is it really that bad (to live thanks to the brand)?

Ubisoft doesn’t think so. A brand is what makes them money. The release of new projects under one IP ensures the visibility of the entire line of projects for a long time. To do this, however, as noted in the company, it is necessary to regularly produce high-quality projects (in the sense of continuation projects) and large production capacities.

A page from the Ubisoft report for the last financial yearThis approach helped the company create as many as two game series that were included in the top twenty best-selling games of the current generation of consoles (Assassins’ Creed and Just Dance), as well as earn $1.6 billion in the fiscal year ended March 31 of this year alone.

In the future, the company, as stated by its executive director Yves Guillemot, is going to publish games on its IP even more often (two Assassins’ Creed per year?). In his opinion, this will ensure the profitability of projects and will have a positive impact on future profits.

Assassins’ Creed – the main line of the companyA similar approach works great on the mobile platform.

And, despite the fact that many developers who make the same game year after year, releasing constant packs and updates, it can get boring, for companies with at least one hit in their portfolio, this is one of the priority ways of development. 

In addition, the growth of the brand’s audience, the growth of revenue from it, occurring from each cycle, ultimately gives the company the opportunity to start working on a truly new brand.