Speaking to business site GamesIndustry.biz, Sierra Entertainment executives have promised that the firm will soon embark on an ambitious higher-risk to create original, new game IP, as well improving the quality of existing IP.

Sierra are promising to take greater risks than other game firms might, as they look to create killer brands in major genres, including real-time strategy, open world, first-person shooters and kids' games.

"On top of these four pillars of genres we're going to create original IP, and I would say we're pretty solid in that direction compared to any other publisher," explained Martin Tremblay, boss of Sierra Worldwide Studios. "We're going to be up there with the big guys with regard to creating new franchises.

"Compared to any other publisher at the moment, we're the new one coming up in the console world. We will surprise a lot of people because our commitment to quality is absolutely there, and we're taking a real step forward in terms of the balance of licensed titles, original IP and strong sequels," he added.

New title Prototype is due out in 2008, while TimeShift is also on the way, Sierra promising lashings of original creations for next year.

By Luke Guttridge