Last month, EA Labels president Frank Gibeau said that he felt "the time to launch an IP is at the front-end of the hardware cycle." His argument? That "if you look at the market dynamics, as much as there's a desire for new IP, the market doesn't reward new IP this late in the cycle. They end up doing okay, but not really breaking through."
But Insomniac Games CEO Ted Price - who is currently heading up development on new IP Fuse under EA's Partners programme - disagrees.
"Well, we're seeing evidence of that right now with Dishonored, right?" Price told VideoGamer.com when questioned about Gibeau's comments. "Dishonored is kicking ass out there as a new IP."