Beginning in 2006, gamers started to complain about the lack of fresh, new properties in the video game space and professionals began to forecast an industry slump if publishers didn't focus on creating new brands to support future growth. Publishers listened and promised consumers that new games were around the corner. And guess what? They kept their promise!
From 2006 to 2009, the market share of new intellectual properties on the seventh generation home platforms grew from 16% to 22%, which may seem insignificant, but in absolute terms there were 61 new properties introduced in 2007, while 2009 had 126 --a 106% increase in new intellectual properties being introduced since 2007 on the next-generation home consoles.