Ubisoft: New IP is a serious business

Ubisoft UK boss Rob Cooper has been celebrating the sales success of Assassin's Creed – and stated that it proves new IP can still shift serious numbers at retail.

"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 told MCV. "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."