Ubisoft has pledged that the quality level of its Assassin's Creed titles won't dip as we become used to seeing numerous sequels and related releases in future.
Going by 2010's software sales figures, gamers appear more than happy to pick up new versions of Call of Duty and FIFA - and Assassin's Creed and Just Dance - on a yearly basis, but that doesn't put a stop to concerns about publishers milking franchises until they're dry.
Ubisoft UK marketing boss Murray Pannell is well aware of this, and with a big new Assassin's Creed game set for release for a third consecutive year in 2011, he promises the company will continue to innovate with the series.
"This is something any publisher needs to consider and any decisions about how Ubisoft will develop the franchise going forward will take this into account," he told CVG.
"The unequivocal goal is to ensure that the brand continues to grow in quality and innovation and we are putting the creativity and expertise of several of our worldwide studios behind it in order to guarantee that continued quality."
2009's Assassin's Creed II and last year's Assassin's Creed: Brotherhood both garnered 90-plus Metascores. The latter, which introduced multiplayer to the franchise, was "a worldwide production effort" headed up by Ubisoft Montreal with collaboration from four other global Ubisoft studios.
When asked if studio collaboration on series updates - as opposed to having different developers like Infinity Ward and Treyarch rotate annually with Call of Duty - was Ubisoft's preferred strategy for maintaining franchise quality, Pannell said:
"Yes, it's a key element to our ability to continue innovating and the quality of Assassin's Creed Brotherhood is directly due to the collaboration between studios.
"We have a strong and deeply talented developer base from which to draw within Ubisoft. The ability for worldwide studios to collaborate, share technology and exchange resources is a massive competitive advantage, so there's little doubt this strategy does help to create top quality product."
In the same interview Pannell told us that PC is still an important platform for the publisher's biggest franchises.