A new console cycle is the ideal time to create new IP, according to Ubisoft Montreal boss Yannis Mallet.
Ubisoft has mostly kept its next-gen plans under wraps, but we do know that the much-anticipated Watch Dogs will be heading to the PlayStation 4.
Mallet said working on new IP gives developers a chance to show off what a new console is capable of.
"It's always been a good moment to come up with new IPs because sometimes you can make a game that you couldn't make on the previous system in terms of capabilities," he told CVG, "and also because you benefit from good momentum if you're at launch in terms of coverage, marketing and everything that's fresh from a system perspective.
"You also need something fresh from a content perspective usually to showcase what the machine is capable of."
Mallet said that Ubisoft showed the world what the PlayStation 3 and Xbox 360 were capable of with the reveal of the first Assassin's Creed.
"When we showed that at GDC we were the talk of the show, because suddenly people understood what 'next-gen' would mean.
"Assassin's Creed was really the game you needed to buy to see what your system was capable of."