Jade Raymond: “Time for our medium to grow up”

Posted By | On 17th, Apr. 2012

Jade Raymond the ravishing female executive at Ubisoft, and the vital person behind the Assassin’s Creed franchise has spoken out in an interview with CVG.

She said she wanted the medium to grow up and publishers to think beyond the expensive big budget games. Seems like Ubisoft is doing the opposite but oh well.

“I really do feel it’s time for our medium to grow up,” she said. “I think we don’t need to make the equivalent to a Michael Bay flick in order to sell five million copies.

“I think things can be exciting, have meaning and hit important topics, and I’m not the only one that thinks that.

“There are major franchises trying to have more meaning and be something more interesting. We obviously tried a bit – and I hope it was obvious – to make a story with more meaning and mature themes in Assassin’s Creed,” she added.

She mentioned that innovation is the key and finding new ways to increase an audience is vital.

“Games, I think, have even more potential than that given that on top of the narrative side we do have all of the gameplay mechanics and we create rule sets from scratch which can have any kind of meaning embedded in them,” she said.

“It’s not easy to do that, because it requires breaking our recipe and trying to find new recipes, but I think it’s an important thing for us to strive for.”

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