This article over at Gameplayer entitled 'Starting From Scratch' looks into the risks and rewards of working on a new IP. It includes an in-depth interview with Ubisoft's Chief Creative Officer Serge Hascoet, and also explores the top 20 new IPs heading our way.
"As much as we look forward to the likes of 'Halo 3' and 'Grand Theft Auto 4', there is nothing quite like the wonderment of seeing a trick performed for the very first time. With 'Red Steel' now on the market and 'Assassin's Creed' deep in production, we wonder if the magician has anything left up his sleeve. Thankfully, it would appear that his sleeves are extremely well-stocked. "We are currently working on six new IPs that will be launched within the next two years," Hascoet says."