Ubisoft - "We need to bring excitement back to this industry"

Marketing executive Tony Key says raw power of Xbox One and PS4 will allow for explosion of innovation.

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The sheer power of the Xbox One and PlayStation 4 will open new doors for long-awaited innovation in games, though this may not be realized right away, Ubisoft SVP of sales and marketing Tony Key believes.

"There's so much more under the hood," Key said about the Xbox One and PS4 in a new interview with GamesIndustry International. "Give them just a little more time and you're going to see the difference start to build. The amount of innovation that's going to occur around these machines is really going to inspire the category. That's what we need: We need to bring excitement back to this industry."

Key's comments match up with what Ubisoft CEO Yves Guillemot said in summer 2012, when he claimed that the length of the current generation of consoles was cramping creativity.

"We have been penalized by the lack of new consoles on the market. I understand the manufacturers don't want them too often because it's expensive, but it's important for the entire industry to have new consoles because it helps creativity," Guillemot said at the time.

Also in the interview, Key provided an explanation for why he believes launch titles for new consoles aren't always the most well-received.

"Right now, all publishers are transitioning their development resources. For a game like Assassin's Creed: Black Flag, most of the sales are still going to be on current- generation platforms. We can't make a version for PlayStation 4 or Xbox One that's so wildly different that we can't market them together," Key said. "So, for now, developers and designers are focused on making a game that works really well on all of the systems--but as we transition resources to the next gen, it's going to be more difficult to do that because the power of these machines is going to allow so much more creativity."

Sony president of Worldwide Studios Shuhei Yoshida said last week that he was "disappointed" by the PlayStation 4's "low" software review scores, though he said the marks shouldn't impact the platform overall.

One of Ubisoft's marquee next-generation games--Watch Dogs--was recently delayed to spring 2014 after being originally scheduled as a launch title for Xbox One and PS4. Key said today that though it was "heartbreaking" not to be able to deliver the game at launch, from a business perspective, it was "not a difficult decision to make."

"Watch Dogs is designed to be a long-term brand for Ubisoft," Key said. "We won't launch it until we know it's equaling the vision it can achieve. We're playing the long game--and as a company, we know how important it is to get it right."

Discussion

251 comments
bloody-hell
bloody-hell

I like how they try to put the blame for their lack of innovating and being creative on hardware (consoles), which has absolutely nothing to do with it to begin with.

"Next Gen" is and always was here, it's called a PC - They're just afraid to try something new or put more effort into development, that's why all their games are pretty much the same and by the looks of it even Watch Dogs will be an Assassins Creed clone with a few changes.
Instead of climbing towers to unlock map areas you'll be taking over control centers and so on, so it's basically just a reskin. (or in PC terms, a mod / total conversion)

But something else but themselves has to be blamed, so in this case it's the lack of new console hardware holding them back.
Now where that "problem" has been solved, they'll need to find something else to blame, but as these new "next-gen" consoles are already 1 year behind PC again in terms of hardware it won't take long for them to go all "hardware limitations are holding back our innovation" again.

However I give them credit for warning us about Watch Dogs being a "long term brand", I'll check back in 5 years then to pick up the Watch Dogs 1 - 4 collectors pack containing all 400 pieces of DLC for around 15 EUR, then apply an offline "patch" and perhaps enjoy it a bit.

sloanl
sloanl

How about you can START by no longer Lying to your pc customers and treating us like second class inferiors to the console gamers.

Hurvl
Hurvl

On paper it sounds like it works that way, that greater power leads to greater innovation and creativity, but I've had too many paper cuts to believe that it will be like that.

rmartinezdl
rmartinezdl

YEah!! lets do that by adding season passes and DLC! and releasing yearly milking franchises!!! OMG GREAT IDEA

Deadly_Nemesis
Deadly_Nemesis

Yeah, well you shelling out sequels in a panic isn't the way to do it Ubisoft.

Scorpion1813
Scorpion1813

Ubisoft talking about "excitement" is ironic. The fact they release their biggest selling games on a yearly basis is enough to kill any excitement for those games. Most of the people talking about their upcoming titles are usually complaining that there is to be another one so soon!

New hardware isn't going to solve your problem Ubisoft - slowing down on releasing sequels would be your best bet.

faizanhd
faizanhd

They could probably start by bringing back 3D platformers. The genre simply died this gen (2D platformers did well though). Ubisoft has two of the most popular multi-platform platformer series' in their hands ( Rayman and Prince of Persia). If they can reinvent 3D platformers with those series' , it could bring a dead market back from the grave.

VandersonAssis
VandersonAssis

Tony Key about watch dogs.  "We won't launch it until we know it's equaling the vision it can achieve" ... yeah, yeah. In other words, until players get tired of playing GTA V! No need to lie to us mister, we know what this delay is about.

Why don't you guys act just like pepsi and agree that watch dogs can't face GTA V...at least for now, because this franchise seems to be pretty damn good to me, can't wait to play it!!!!


One more thing, for me ubisoft is the BEST PUBLISHER, even more than rockstar which has only red dead redemption and gta on the past gen. You guys has assassins creed (which I don't like very much but I see that it's a good game), ghost recon, watch dogs, splinter cell and many more.


Peace!

TVsportsCOD
TVsportsCOD

This from the company that said outright 'we have no interest in games that cannot become franchises'? Assasins Creed 12 on PS4/Xbone will be so exciting thanks to new technology? New ideas, stories and gameplay innovation are far more important than tech specs. (I'll stop before I start to sound like MS (it's not the specs it's what you do with them (too late))).

tightwad34
tightwad34

Lord knows I haven't been excited playing a video game in years. I think the last game I was truly excited about was Wii Sports like 7 years ago. Demon's and Dark Souls, Fallout 3, Dragon Age Origins, GTAV, Dead Space, X-Com, Far Cry 3, Fire Emblem, Walking Dead, Borderlands, pfft. No excitement there. Shit, I forgot to be excited about your yearly franchise I am completely burned out on.

Creed02
Creed02

You missed this : Milking the franchise can also shatters excitement and  cramp the creativity.

PlatinumPaladin
PlatinumPaladin

Ah right, so it's the console's ageing technology that's holding Ubisoft's development teams back, not the greedy executives who demand minimum effort for maximum profit. So we can expect slew of amazing new games from you in the next year or two?

You're so full of shit, Ubisoft.

arqe
arqe

Then stop faking releasing same "Copy/Paste" games every year and try something new.

And i hope people not counting "Watch Dogs" as new IP. Game will be good but its modern day Assassin's Creed.

But "The Division" will be probably the best game you'll ever create if it works tbh.

Artwark
Artwark

I love First-Party and Second-Party games because of the quality of the games they put their effort into like the Professor Layton series. There are very rare third-party games that i enjoyed and even then, it comes few and far between. Third-Party games for the most part lack innovation especially when it comes to Ubisoft. All their AAA games if you remove the story part and put the whole gameplay are pretty much the same to me.


Artwark
Artwark

Hey Ubisoft, i got a better idea. Why don't you make more games on the Wii U since the Wii U is a very innovative console compared to PS4 and ONE? Infact didn't Rayman Legends sell better on the Wii U?


UKFX
UKFX

New excitement? Well how about stop churching out new iterations of the same game and make a new IP.


Create something new and exciting. An don't just use those next-gen consoles as an excuse either, you have a PC platform as well - something that you will undoubtedly not bother to care for.

As @eyeball2452 said, they are indeed the new Activision of the industry - at least for single player games anyway.

eyeball2452
eyeball2452

This is funny coming from the new Activision of the industry.

northArrow
northArrow

Bring back excitement? You could - oh I don't know - stop recycling Assassins Creed games

lewiston71
lewiston71

Having raw power is all fine and good but it's not going to do the industry any favors if 

developers continue to squander raw power on an endless wave of shooters.

 It's time for this industry to stop playing it safe and take some long overdue creative risks.

Not to mention as gamers we have a responsibility to broaden our horizons so developers 

take notice and are willing to take those bigger risks, 

we can't just keep blaming third parties for the state the industry is in.

SIDEFX1
SIDEFX1

MS innovation.. gimmick innovation






focuspuller
focuspuller

Sheer power? You mean the low power box on the low-mid end PCs known as PS4 and Xbox1?

Lhomity
Lhomity

Excitement = Child of Light, Watch Dogs. Bring that please. 

cirugo
cirugo

Go home Ubisoft... you're drunk.

SpicaAntares
SpicaAntares

@jimdove2 It doesn't look like you have too many friends and for good reason. Here, I'm throwing you a peanut... just to see your answer.

SpicaAntares
SpicaAntares

@Scorpion1813 

There the last ones trying something new in games and we are just frustrated they're not out yet. My god look at EA: Madden 25... twenty-five, 1-2-3-4-5...15-20-25... 25... Thank god it's not AC25 yet...

SpicaAntares
SpicaAntares

@VandersonAssis 

Many don't care about GTA. If some dream of living a criminal life most people are very happy they don't.

As for Watchdogs, Destiny and some other potentially great games my guess is that they're simply waiting. They cost a lot to produce and games only have a very small window in which they sell. Rarely does a game sell much a month after being in the market. People want something new and, like in many other domains, there is a sheep mentality where everybody goes where they think the herd is going. So, if something becomes popular and reaches a certain mass, then the herd raises their head and buys even more increasing the mass even more, but not for long...

With consoles coming on the market and not knowing if one of the other will dominate, and not knowing if sales are going to reach a critical mass rapidly or slowly, their best bet is to wait. In 6 months to a year, when the time comes to put something in the market and more consoles are sold, they will sell even more games and make more profit. Better sell a few million more Wathdogs by sitting on their ass then sell million less just to support MS or Sony in their drive to sell consoles.

Scorpion1813
Scorpion1813

@VandersonAssis  

I doubt they are delaying a year because of GTAV - the game has been out a while already and the hype has very much died down. If anything they would be best releasing around now: people will be getting bored of GTAV and looking for other, similar, open-world games to play. Watch Dogs is probably the top of the list as far as that is concerned.

Most likely they delayed it because of AssCreed. They didn't want to cut into their own sales of that game. Who knows, Ubisoft might actually alternate between AC and WD each year. I really hope so because releasing both games on an annual basis would be idiotic.

As for Rockstar - this generation they had GTA, Red Dead Redemption, L.A. Noir, and Max Payne. With the exception of Max Payne, those titles were more successful than anything Ubisfot released: AssCreed, Ghost Recon, Splinter Cell (Watch Dogs doesn't count because it isn't out yet and is first-and-formost a next-gen title).

Also, Rockstar are willing to take their time to make a game great. Ubisoft rush their games for annual releases and the games and players suffer greatly because of it. The only thing Ubisoft are better at is ripping people off.

TVsportsCOD
TVsportsCOD

If those games aren't doing anything for you, it's time to find a new hobby.

SpicaAntares
SpicaAntares

@arqe 

Looks to me like your flapping your mouth for nothing. Now, unless I'm mistaken, I don't see anything new coming from EA or Activision so, one way or the other, we're stuck with Ubisoft. Yes they are milking a franchise, no doubt about that, but I don't see something new coming from elsewhere. Unless you care about enlighten us?

PlatinumPaladin
PlatinumPaladin

@Artwark Excuse me for asking, but what's the definition of a second-party game? I've never heard of the term before.

draekke
draekke

@Artwark Rayman Legends sold better on Wii U because you can buy only Zelda or Rayman atm on Wii U. They just had to choose if buying Rayman Legends or selling the console and waiting for PS4.

PRO Tip: PS Vita acts better than Wii U Tablet Pad and costs less if you compare materials/hardware/software.

So nothing innovative, they just copied PS3-PSP interaction, that is there since 6 years, but just a few did know.

sirapathetic01
sirapathetic01

@cirugo For thinking the industry needs more excitement and energy like it used to have? Even if they were drunk like you're saying, I think it means something if they realize this reality while drunk. Don't you? :P

SpicaAntares
SpicaAntares

@Scorpion1813 @VandersonAssis 

Been a long time since I've enjoyed a game as much as I did with Red Dead Redemption. For me it's a masterpiece and an incredible feat in terms of technology.

Just my two cents...

VandersonAssis
VandersonAssis

@arqe @VandersonAssis Well, I don't but for sure there's a lot of people who does. Ubisoft just want to make sure we're not playing it anymore. :D

Scorpion1813
Scorpion1813

@TVsportsCOD  

 @tightwad34 said those games DID get them excited.

The point was that nobody is getting excited for annually released Ubisoft games.

Also... sarcasm.....

Scorpion1813
Scorpion1813

@PlatinumPaladin @Artwark  

First-party devs are those which actually manufacture the console (like Sony or Microsoft), or are owned by such a company.

Second-party devs are independantly owned, but take contracts from the aforementioned console manufacturers to develop an exclusive game. So basically, Sony/Microsoft may act as publishers, but they do not own the developer which is making the game.

Hope this helps.

Artwark
Artwark

@draekke @Artwark Umm....PSP and PS3 are separate units. The Wii U's gamepad works only for the console. Also didn't Nintendo made this idea waaaaaaaaaaaaaayyyyyyyyyyyyyyyyyyy before PS3? U know the SUPER GAME BOY that you can connect with the SNES and play gameboy games on tv? Or how about the gamecube gba link cable which transfers all the GBA data to GCN. Really Sony is fit for just copying stuff and just doing it better.


For PS3 PSP case, you have to buy two separate products which back then were still expensive just to do what Nintendo already did. This gamepad for the Wii U helps to interact with the touch capabilities that consoles don't have much.


Scorpion1813
Scorpion1813

@sirapathetic01 @eyeball2452  

If anything EA were the original with their plethora of annual sports titles, which still puts them ahead of Activition as far as milking goes. However, Ubisoft do milk AssCreed far, FAR more than EA and Activition combined.

With CoD, Activition release 1 game a year, with map packs.
EA have at least 4 sports titles released on an annual basis.

AssCreed is up to 3 games a year (1 on home console, 2 on handheld). Then there are all the Facebook games, mobile apps, comics, novels, animated and live-action short films, and a feature length live-action Hollywood blockbuster in the works. Oh, and let us not forget all that DLC and all the store-exclusive content, the console-exclusive content, and the pre-order-exclusive content.


Scorpion1813
Scorpion1813

@sirapathetic01 @zeekybookydoog  

The problem here is that Ubisoft are part of the problem with their annual titles, and they either can't see it, or they are refusing to admit it.

Ubisoft may have identified that there is a problem, but they are blaming the wrong things. Nothing is going to get fixed that way.