He added that certain genres see very few original properties, particularly fighting games. Furthermore, the relationship between new IP and ESRB ratings is different on various platforms. Most new IP on the Wii tends to be rated E, while new properties on 360 and PS3 tend to be rated T or M. Using data like this, Zatkin said, publishers can decide what sort of games to release on which platforms. The question, according to Zatkin, is whether publishers decide to follow the trends or fill the "holes" in their portfolios by releasing titles in underrepresented areas (any pubs up for a mature Wii fighting game?).
Zatkin also discussed the best time for publishers to release new properties. A bar graph illustrated a slight trend away from the industry crowding all its releases into the holiday shopping season, though it still accounted for 37 percent of releases in 2009. Zatkin also pointed out that many publishers release their major titles at the end of their fiscal quarters. The lesson for publishers looking to release new (and risky) properties? Keep your games out of the fourth quarter and try to release them in the second month of any given fiscal quarter.