Talking to Gamasutra recently, EA Games president Frank Gibeau stated that the company still has solid plans to promote new franchise every year, with as many as 3 new franchises being launched every 12 months.

“It’s hard to forecast, but I think we’re probably looking at two to three new IPs a year,” he said, a level “I feel good about,” the exec added. “We’re looking at a three-year SKU plan right now. Between EAP and our internal studios, both of which are in our group, I can safely say it’s at least two to three new IPs.”

Gibeau believes that some mistakes were made by the company in regards to launching new IPs in 2008.

“I think we launched too many new IPs all at once in Q3,” he said. “I would have spread them out and found better windows for them. I would have had longer marketing for them. The marketing cycles were fairly short.

“We didn’t have enough assets to really build the fanbase, build the community, and get that long lead demand built.”