What do Sony's Michael Denny, Square Enix's Yoichi Wada, and Codemasters' Rod Cousens have in common? Okay, they're all middle-aged men that happen to work in the video games industry -- but they also share a common belief in pursuing original IP. "For me the answer is clear, simply, we must support new IP creation to survive as an industry. Consumers crave new things. If we want to stay relevant in an increasingly competitive marketplace, we have to continue to produce new experiences," Denny told GI.biz. Certainly, SCEE has been pushing a lot of new IPs this generation, with Denny overseeing games like Heavy Rain and EyePet.

Wada agrees with Denny's sentiment, noting that "as an entertainment company the business won't be viable if we don't continue to nurture new IPs." This may be ironic coming from a company that's releasing a game called Final Fantasy: Crystal Chronicles: The Crystal Bearers this holiday, and both Final Fantasy XIII and Final Fantasy XIV next year, but we can credit them for making The World Ends With You, right?

Cousens goes a step further, saying innovation has always been at the heart of the industry. "From day one since we walked in the door we've always tried to be experimental, to be innovative, to take things into new areas and to make it interesting." Obviously, the reason why publishers need to invest in new IPs is clear -- let's not forget that games like Madden used to be an original IP at one point.

Source - Sony: Industry needs new IP to survive
Source - Wada: Business 'not viable' without new IP
Source - Cousens: Industry must pursue new IP