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Ubisoft looking to make Driver a top brand once again

“Driver as a brand has been massive in the past, and there is no reason to suggest that it couldn’t be just as great in the future. Despite the fact there’s not been a Driver game for over five years, it is still in the top five Ubisoft brands in terms of awareness. Of course Driver and Assassin’s Creed are two very different types of game, but they both have mainstream appeal and the ability to capture the imagination of a wide spectrum of core and casual gamers. The ambition for all our studios is to make games that have the scope, depth, lasting appeal, enjoyment factor and sales potential of games like Assassin’s Creed. From an investment point of view we are treating both franchises like true blockbuster titles, so the ambition is there. We have a real opportunity to take this mainstream due to the broad appeal of the franchise. Driver is most definitely back and the marketing campaign will make sure it stays firmly on the map for this year.” - Murray Pannell, UK marketing chief

I don’t know that the consumer is going to take to Driver’s return. Driver was a big deal back in the day because it was doing something that really wasn’t big in the industry at the time. Now we’ve seen tons of games like it. Can it succeed and become a hit once again?


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