For nearly two decades, Assassin’s Creed has anchored Ubisoft’s lineup — and the creative director of AC3 argues the series was designed to keep going indefinitely. Its staying power comes from a formula that refreshes the hero, the place, and the era with every entry.

As Alex Hutchinson explains, each installment introduces a new protagonist and a self-contained setting, letting the team reset tone and focus every time without breaking the franchise’s identity.

Since its 2007 debut, Assassin’s Creed has steadily evolved — shifting from a classic action-adventure framework into a full-fledged RPG approach in recent years.

That pivot triggered broader changes, so the series today looks very different from its early outings. In Hutchinson’s view, that adaptability is exactly what sustains its long-term viability.

Why it matters: few gaming IPs enjoy the brand strength of Assassin’s Creed, which gives Ubisoft unusual room to maneuver.

Speaking to FRVR, Hutchinson said Assassin’s Creed belongs to a small group of franchises built to endure as “long-running brands.”

He points to the structure — new lead, new location, new story each time — which frees Ubisoft from rigid content constraints and lets the company shape the series to fit its DNA.

“It’s basically built to last: every game brings a new hero, a new place, a new period, and new ideas.”

He also noted that Assassin’s Creed is one of the rare IPs to shift genres so abruptly yet successfully — a change made possible by a studio culture that supports creativity and calculated risk-taking.

Ultimately, he believes the series can continue on this path as long as Ubisoft chooses. Recent releases — from the Baghdad-set Mirage to the franchise’s first Japanese entry — show how fresh settings and adjusted gameplay focus can keep the formula lively.

Looking ahead, variety remains the aim: a horror-toned installment, a multiplayer-driven experience, and several remakes are in the pipeline. How long can Ubisoft keep Assassin’s Creed rolling?

Source: Tech4Gamers