But are brands, sequels, franchises and innovation mutually exclusive?
Establishing brands diminishes risk,” says Alain Corre, European managing director, at successful publisher and developer Ubisoft.
“In the last three years we have done this with Splinter Cell, Ghost Recon and Rainbow Six.”
Mr Corre said Ubisoft looked to create a minimum of two brands a year but stressed that they needed to be injected with innovation.
“If you have a brand, you can live on the brand you have and do the minimum job.
“It will sell a certain amount but damage the franchise, and sells will fall.”
Rob Fahey, editor of Gamesindistry.biz website, said games developers and manufacturers were innovating because they had to.
The games industry is the fastest growing entertainment industry in the world and they want to sustain that growth.
“One of the big problems in keeping releasing the same old games is that you are not going to get growth.
“They are trying to find new ways of reaching out to new markets - to older gamers, women and those who once played games but do not any more.”
But Mr Fahey said most innovation was now in hardware and not software.
He cited Sony’s camera peripheral for PlayStation 2, the EyeToy camera, as an example of innovation which appealed to those consumers who were put off playing games by the complexity of the joy pad.

Portugal winger Cristiano Ronaldo has been ruled out of his country’s 2010 World Cup play-off ties against Bosnia-Hercegovina on 14 and 18 November.
Ronaldo travelled to his homeland to have his ankle injury assessed, despite Spanish club Real Madrid claiming their player would not be fit enough to play.
“Cristiano was in Lisbon on Tuesday,” said Portugal’s football federation.
“The player is not in good enough physical condition to train with the squad ahead of the play-offs.”
The Portuguese FA said they wished Ronaldo a “good and rapid recovery” from an injury he picked up playing for Madrid in a Champions League game against Marseille on 30 September.
He has not played in seven games for the Spanish club since but did figure for Portugal in a World Cup qualifier against Hungary on 10 October when he aggravated the problem.
Portugal, World Cup semi-finalists in 2006, play Bosnia-Hercegovina in Lisbon and then Zenica four days later, with the aggregate winners qualifying for the 2010 finals in South Africa.

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All the planets were discovered using the familiar “wobble technique”: a planet’s gravitational tug on its parent star will produce changes in the star’s velocity. This can be picked up as a Doppler shift in the light emitted by the star.
The nature of that signal can reveal details such as the mass and orbital period of the planet.
The US researchers point out that their new planets, although approaching the Earth in size, are far from Earth-like.
Both whip around their stars in a few days and are so close as to be roasting on the side facing the star.
The smaller of the two planets, with a minimum mass of 14 Earth masses, was discovered by Dr McArthur and her team around the star 55 Cancri.
It is the fourth planet found around 55 Cancri, a yellow G-class star not unlike the Sun and only 41 light-years from Earth in the constellation Cancer. “There could be other planets in this system as well,” Dr McArthur said.
The larger planet, with a minimum size 21 times the mass of the Earth, orbits a red M star, Gliese 436, which is about 50 times dimmer than our Sun and located 33 light-years away in the constellation Leo.
It orbits very close to its star. If the planet has little atmosphere to spread the heat around, it is likely to have temperatures of 377C on the side facing the star, where it would be perpetual noon, and a frigid few tens of degrees above absolute zero where it is perpetual midnight.
However, temperatures on the twilit border could be more comfortable, at least from an Earthling’s perspective, Dr Marcy said.

The interviews suggested there remain areas of clear disagreement between London and Moscow. In particular, their respective positions on Georgia and its breakaway regions of South Ossetia and Abkhazia are still far apart.
Mr Miliband said the UK did not agree with Russia over recognition of the two regions’ independence or what he called “the invasion of Georgia” last August.
The UK could not recognise South Ossetian or Abkhazian independence, the British Foreign Secretary explained, because “they did not go through the proper procedures, and the outcome was the result of military force”.
Mr Lavrov’s approach was quite different.
Highlighting what he described as “the harm done by attempting to deny Russia’s right to defend its national interests”, he insisted Russia’s actions in August 2008 were both justified and legal.
South Ossetia and Abkhazia, he maintained, left Georgian sovereignty under an old Soviet law, dating back to 1990, allowing territories and republics the formal right of secession.
Russia’s decision to recognise their sovereignty, years later and only after the events of last August, was “not the result of geopolitical ambition, but in the interests of security and the very survival of the Abkhaz and South Ossetian peoples”, he said.
Mr Miliband said the UK recognised that Russia wanted “to see stability along its borders”, but insisted that “no country should have zones of special influence”.
President Medvedev has referred to “zones of privileged interest” in the former Soviet republics. Speaking to the BBC, Mr Lavrov said attempts to “revert to ancient European history”, would be “counterproductive”.

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But the Russian authorities view Gimri as a hotbed of radical Islam. In the past, Wahhabi militants have tried to blow up the tunnel.
A few months ago, the security forces launched a giant military operation just outside the village.
Discovering that up to eight suspected Islamic militants were hiding out in a nearby forest, the military bombarded the woodland with mortars and bullets.
The men escaped and slipped back into the village. The authorities are currently negotiating with them to get them to disarm.
I was introduced to one member of the group. He complained that whenever Muslims picked up a gun they were labelled “bad guys”, but whenever world leaders like US President George Bush or Russia’s Vladimir Putin use force, no-one criticises them.
Two of the men are nephews of the former imam of Gimri, Mogamed Said.
He told me he had tried to introduce Islamic Sharia law in the village but the authorities were furious and forced him to cancel it.
“If people try to use force against Islam,” Mogamed Said said, “then people here will repeat what Imam Shamil did in the 19th Century.”
But my guide Khaibulla is certainly no militant. All he wants in life is to be left in peace, to practise his faith and raise his family.
“I’ve promised to buy my daughter a mobile phone if she learns the Koran,” Khaibulla told me.
“What about the twins?” I asked.
“Oh, I’ve already bought them bicycles,” Khaibulla replied, “as a reward for good behaviour”.
Then he pulled a face. “Trouble is, as soon as they got the bikes, they stopped behaving themselves!”
Khaibulla sighed. “It’s hard enough bringing up one child. But just think what it’s like for me, with seven!”

That sparked anger among some doctors and nurses, although Mr Duncan Smith said he was right to help his constituents raise concerns.
Dr Bogle’s attack, in his last conference as head of the BMA, is directed at MPs of all parties.
Conservative MP Andrew Mackay hit back, however, saying: “MPs are elected to represent the interests of their constituents and whilst it is clearly wrong to use patients as political footballs or publicise their cases without their consent, a number of constituents will specifically ask their MP to publicise their problems or to raise them with ministers on the floor of the House and that is our duty.
“I think Dr Bogle has been singularly ill-advised with his remarks”.
However, Dr Evan Harris MP, Liberal Democrat health spokesman, endorsed the call.
He said: “In the Rose Addis case it was never clear that either the Conservatives or Labour had the explicit permission of Mrs Addis herself when they raised her case publically.
“The permission of relatives in such cases is not sufficient, and breaching medical confidentiality is a serious matter.”
Dr Steve Gillam, of health think tank The Kings Fund backed the BMA call.
“This is part of a bigger broader problem which is how to depoliticise the NHS and draw ministers away from day to day running of the NHS,” he told BBC News.

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UK consumers now believe broadband is becoming as essential a utility as electricity or water, according to a panel of government advisers.
Some 73% of those questioned described a high-speed connection as important.
The Communications Consumer Panel’s research involved 16 focus groups and a face-to-face survey with 2,000 people across the UK.
Its findings will be submitted to Lord Carter’s Digital Britain review, due to be published on 16 June.
It is expected that the report will include a government commitment to provide universal broadband at a speed of 2Mbps (megabits per second) by 2012.
The chair of the Communications Consumer Panel Anna Bradley said: “The key message is that people think broadband is at a tipping point.
“It’s fantastically useful for everyone, essential for some now, but will be essential for everyone in the near future.
“It is being compared by consumers to gas and electricity - things which they think we all ought to have access to, almost as a right.”
Those questioned in the survey said people who did not have broadband would be at a disadvantage, missing out on services such as shopping, banking and public services as they were increasingly being delivered online.
The report showed that people currently value broadband for accessing information and for communicating, but a growing proportion are now using it for entertainment services, such as streaming TV content.