Eidos Montreal's general manager, Stéphane D'Astous, has suggested that rebooting an old IP with new "flavour" can lessen the need for new IP.
With D'Astous' studio having released Deus Ex: Human Revolution to critical acclaim last year, and with a Thief revamp on the way, he suggested that a familiar brand - if used in conjunction with innovation and new ideas - can lead to increased sales.
"Innovation and ideas are important," he said, "but if you're able to bring forward an existing IP to bring new types of experiences, I think people will buy them, because they know they can relate to a franchise they've played before."
Recalling his time at EA, D'Astous made the point that it's important "new IP" doesn't simply become a buzzword, that new ideas are key, but that those can be partnered with existing franchises.
"The buzzword I remember at [Electronic Arts] three, four years ago, is a 'we need to spit out three new IPs per year' kind of thing. It was a buzzword," he continued.
"In our case, maybe we haven't produced new IPs, but a major relaunch of a title like Deus Ex and Thief, we considered it almost like a new IP, certainly in the effort. So we bring back something from the cult classics.
"This is maybe not considered new IP, but it brings a new flavour. Games are more and more sophisticated; it's less based on one or two mechanics. I think this replaces the necessity of having new IPs." [Gamasutra]