FRANCHISE FOCUS: ASSASSIN’S CREED Brother beyond
GAMING franchises don’t come much bigger than Assassin’s Creed. Launched in November 2007, it was one of the few new IPs to break through to attain true mass market status. With worldwide sales of the first two titles topping an incredible 18 million,
anticipation for the release of Assassin’s Creed: Brotherhoodis understandably high. Despite being the third Assassin’s Creedinside three years, Ubisoft refuses to stand for complacency, and has ensured that Brotherhood will be the most fully featured Assassin’s Creed yet. Boasting an all-new multiplayer component, a faster, more dynamic combat system, and a rich 15-hour campaign to become immersed in, Brotherhood looks set to be one of the key games of 2010.
Kristan Reed chats to Ubisoft brand manager Jan Sanghera on the evolution and future of the Assassin’s Creed franchise
Now that we’re on to the third Assassin’s Creed, how would you say the brand has evolved since it debuted in 2007? What are the key differences in gameplay, and what lessons were learned over the course of the first two games? The challenge for the original Assassin’s Creedwas that we were working with a new IP. We had to work hard to explain, educate and showcase the nature and potential that the game had to offer, and differentiate ourselves to compete with other established and successful games on the market. It was inspiring to see people recognise that we had something special. Assassin’s Creedwas unique; it offered a living and breathing world, rich in Middle Eastern history, a compelling and original story and charismatic hero.
We replicated the stylish nature of the game in our marketing. Fast forward three years and the Assassin’s Creedfranchise is an established and multi-million selling brand. Assassin’s Creed IIwas met by critical acclaim and a key component of its success was the development team taking on board the feedback from the first game. Innovation is at the heart of the brand and we’re happy that fans are
ASSASSIN’S CREED TIMELINE Late 2004
May 2006
Work begins on Assassin’s Creed at Ubisoft
Montreal, after the completion of the third Prince Of Persiatitle.
Assassin’s Creed announced as a PS3 exclusive, demoed at E3.
excited by the prospect of visiting Renaissance Rome in Assassin’s Creed: Brotherhood. At the same time, it offers newcomers a chance to immerse themselves in a world steeped in history.
The story will continue to “ September 2006
Confirmed for 360 and PC release.
November 2007
Assassin’s Creed released on Xbox 360 and PS3 to a Metacritic score of 80/100. Sells more than 3m in run-up to Xmas – the fastest selling new IP ever.
February 2008
A DS-exclusive prequel, entitled Assassin’s Creed: Altair’s Chronicles is released and later released on iOS formats.
April 2009
Assassin’s Creed II revealed, with a 450-strong team working on it. Sales of Assassin’s Creedtop eight million worldwide.
interweave between Desmond in the present sequence, and Ezio, now a Master Assassin, who must face a
We didn’t experience much trade-in for Assassin’s Creed II. In fact, it remained full price until March.
Jan Sanghera, Ubisoft
powerful Templar Order. The single player experience has got the same scope of Assassin’s Creed II, and in addition, players can take part in multiplayer modes, a new addition to the franchise.
Some might perceive Brotherhood as Assassin’s Creed 2.5. How do you ensure that fans of the game take it as seriously as a full sequel? The convention within Ubisoft is that only an Assassin’swith a new
October 2009
A three-part short promo film entitled Assassin’s Creed: Lineageis released via YouTube, marking Ubisoft’s first step in the film industry.
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