"We get a new GTA game every four or five years, but there is an immense appetite. What we're looking at right now is how long is it going to take us to build a truly innovative game in that genre, and when do we think gamers are going to be ready for that next one," Wilson said. EA announced the acquisition of the UFC license at E3 2012 following the demise of THQ, which published three UFC games. THQ's crack at the series began with annual releases in UFC 2009: Undisputed and UFC Undisputed 2010 prior to a two-year absence in the series. THQ's final game, UFC Undisputed 3, reportedly failed to "break even" at two million units sold as of June 2012.
"Do I think that UFC would be an every year game? I don't know," Wilson said. "It feels like it's in that every-other-year mix, but in all honesty we haven't made that decision yet. That really comes down to how long it's going to take to make a great game and when do we think the audience is ready." EA Canada's Fight Night team is behind EA Sports UFC's development, led by creative director and Fight Night Round 4 and Fight Night Champion gameplay designer Brian Hayes. Wilson previously noted that the Fight Night series is "on hold" while the developer works on EA Sports UFC.