EA Plans Up To Three New IPs Per Year

30 Jun 2009 at 12:01:13 by Andy Alderson

EA has revealed it plans on releasing up to three new IPs each year.

In an interview with Gamasutra, EA’s Frank Gibeau outlined EA’s new IP strategy.

“t's hard to forecast, but I think we're probably looking at two to three new IPs a year,” he said.

“We're looking at a three-year SKU plan right now. Between EAP and our internal studios, both of which are in our group, I can safely say it's at least two to three new IPs.”

He went on to say that the publisher misjudged its release schedule for new IPs last year, with Mirror’s Edge and Dead Space released too closely together.

“I think we launched too many new IPs all at once in Q3,” said Gibeau.

“I would have spread them out and found better windows for them. I would have had longer marketing for them. The marketing cycles were fairly short. We didn't have enough assets to really build the fanbase, build the community, and get that long lead demand built.”

“So I probably in hindsight would have picked a couple different windows for Dead Space and Mirror's Edge,” he added.

“ It was kind of unknowable at the time, because a lot of IP gets created in those times. Big traffic, lots of volume.”

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