In an industry where video game sequels and licensed properties always get the limelight, Ubisoft UK boss Rob Cooper was rather proud of Assassin's Creed (PC, Xbox 360, PS3) achievement for breaking the mold by delivering new and compelling content while having it received warmly by gamers everywhere.

Since its release last November 14, Assassin's Creed has already become the third fastest selling Xbox 360 title ever. Cooper was pleased with the fact that new IP can still shift serious numbers in the retail market.

In an interview with MCV, he said that despite the sequel and license-centric games being put out nowadays, Assassin's Creed was able to match up to the expectations of gamers who are looking for an exciting original IP game to play.

He stressed his point by saying:

The launch of Assassin's has been a huge global success. There are a number of factors for this in the UK. One is that the game has gripped a nation of gaming consumers. With licensed or sequel based titles, it's easier to know what to expect, but with Assassin’s Creed there has been a ground swell of excitement since we first showed it at E3 06.