Former Assassin's Creed lead and Ubisoft Toronto head, Jade Raymond has suggested that it's time video games grew up, stressing that the industry doesn't "need to make the equivalent to a Michael Bay flick in order to sell five million copies".
"I really do feel it's time for our medium to grow up," she told CVG. "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."
It's something that she's hoping to push for with the new studio in Toronto, noting that other mediums find a balance between commercial success and managing to inspire or provoke feelings or thoughts.
"I think every other entertainment medium or art form does manage to have commercial success and have the viewers or audience think or be inspired," Raymond continued. "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. 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."