EA Labels president Frank Gibeau has revealed that the publisher deliberately withheld news of "three to five" potential next gen IPs at E3 this week. Gibeau feels the end of a console cycle isn't "the right time" to announce new IPs, and says it's better to show something "substantial" than hint at great experiences to come.
"The introduction of new hardware from the big three is going to allow us to re-embark on a bunch of new IPs, because it's the better time to do it, because you can really explore new ideas and do different things," he told CVG.
"In a market this massive, launching new IPs is very risky and it's a big investment to make these games. So it's a natural thing to see in this point in the cycle a little bit more emphasis on the knowns, but in the new cycle you're going to see a lot of new IP from Electronic Arts."
"If you're running a studio organization, the moment you stop creating new IP , your creative organization dies. Because you have to constantly innovate and try new ideas and people within the organization want to do new things.
"I can tell you right now there's between three and five new IPs that we're working on that we're thinking about for the next-gen. Some of them might come to market, some of them might not.
"It's really one of those things where I'm consciously looking at introducing new IPs into the portfolio over the next several years as the new hardware comes into the marketplace that we can refresh."
Game consumers are too savvy to be fooled by "target footage", Gibeau added: EA would rather introduce next gen titles when it actually has next gen titles to introduce. "It's better to show something of substance. Gamers are smart and they'll figure out if what you're showing is a pre-rendered movie, they'll be able to diagnose and pick it apart.
"That's one of the things we did last year with the Battlefield 3 trailer - we very consciously put out a 14 minute sequence of gameplay."
Here are some Xbox titles that could be on the verge of going next gen. The Rockstar contribution is probably pushing it.