I agree with this. It says that when making a game they will take a long time to create an entire universe that people can explore just like with Halo's lore.
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Or it will end up like AC as just a long, dragged out cash cow. The reality of the matter is the only games that need big deep universes and lore are Sci-fi and fantasy. This is purely in the interest of money.
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The purpose of business alone is for money. Assassins Creed may be a yearly release game but noticeable new features are added with every installment that makes it fun to play