It is unusual in the gaming industry to see a game maker reveal his sales and profit target, but then again Lionhead boss Peter Molyneux is not famous for behaving traditionally.
"We are driving to sell more than 5 million units and to make a profit in excess of $150 million," Molyneux said. "We have to do that because if a franchise doesn't reach that level it will inevitably wither."
Moylneux also revealed that Fable 2 has sold 3.5 million units, and that they plan to "streamline" Fable 3 in order to make it more accessible to a wider audience. Not much details was given about the streamlining process, but the Lionhead studio boss said that it involves making Fable 3 more of an action-adventure game than a role-playing game.
Molyneux also confirmed that an episodic version of Fable 3 will be released "soon after the retail launch", and that the first episode of the game will be free. This is better than a game demo, he argued.