EA Plans To Launch 9 New IPs Within Next 3 Years

EA Games president Frank Gibeau has said the company has plans to launch up to 9 new IPs within the next 3 years:

“It’s hard to forecast, but I think we’re probably looking at two to three new IPs a year."

“We’re looking at a three-year SKU plan right now. Between EAP and our internal studios, both of which are in our group, I can safely say it’s at least two to three new IPs.”

Gibeau also commented on the mistakes made in 2008 by releasing too many new properties within a short period of time:

“I think we launched too many new IPs all at once in Q3. I would have spread them out and found better windows for them. I would have had longer marketing for them. The marketing cycles were fairly short."

“We didn’t have enough assets to really build the fanbase, build the community, and get that long lead demand built.”

Source: Gama