Watch_Dogs maker says it hopes new title will spawn sequels.
Ubisoft senior vice president of sales and marketing, Tony Key, has explained that the publisher is only interested in backing projects that are strong enough to become long-running franchises.
Talking about dedicating large amounts of personnel, marketing money and other resources to a triple-A project, Key explains that it has to pay off like Assassin's Creed.
"That's what all our games are about; we won't even start if we don't think we can build a franchise out of it," he told GamesIndustry, adding: "There's no more fire and forget - it's too expensive."
The company's first big next-gen project, Watch_Dogs, hits on timely topics such as protecting personal information from prying government eyes and cyber-terrorists, with the executive saying the goal is to tackle important issues.
“Watch_Dogs for us is really a franchise because we're tapping into something people really care about, never more than when the NSA PRISM scandal broke,” he commented.
Watch_Dogs is set to be a PS4 launch title later this year, but will eventually make its way to the Xbox One and PC.
Take a look at the impressive gameplay demo below: