While celebrating Assassin's Creed success, Ubisoft UK boss Rob Cooper expressed his belief that gaming industry is in desperate need for new Intellectual properties (IPs) and that it takes "serious business" to push those new IPs to success.
"I think the success worldwide of Assassin's Creed absolutely proves that new IP can live and prosper within the sequel and licensed based competition," he said. "The industry is crying out for new and compelling content and we're delighted that AC has lived up to its expectations."
"The launch of Assassin's has been a huge global success. There are a number of factors for this in the UK. One is that the game has gripped a nation of gaming consumers. With licensed or sequel based titles, it's easier to know what to expect, but with Assassin's Creed there has been a ground swell of excitement since we first showed it at E3 06."
"The second factor is that we have a fantastic team at Ubisoft UK who worked the title to be the success it is today. From specialist front covers to TV coverage on BBC, from quality trade marketing actions to an enormous media campaign â€" all of these key ingredients helped propel the game to number one."
