Jade Raymond Talks Social Gaming And A New IP

After helping create one of the most popular and critically acclaimed franchises of the generation - Assassin's Creed - producer Jade Raymond moved into a new role: managing director of Ubisoft's new studio up in Toronto.

And although we haven't heard anything specific about their work, Raymond recently spoke at the DICE 2011 event during a "Creating Blockbuster IP for Generation C" session. Here, she spoke about the current state of the industry and how video games may take some cues from more casual, or "social," games, like the ones found on Facebook. As time goes on, "there are a ton of new screens and platforms that gaming developers can target," in addition to new ways of interfacing with our games (Kinect, Move, mobile phones, etc.). As of now, games can be considered a mass market industry, and she punctuated this with the following statement-

"We aren't selling games to just nerds in their basements. We are selling games to people who don't really even consider themselves gamers."

As for why people play games these days, Raymond believes it's all about the "satisfaction of feeling progression, knowing that you're doing well, and mastering something." She also says humans are just a lot more fun to play with than AI, which is why incorporating social elements in games is so crucial. Take all this info and maybe we have a clue as to Raymond's new project; that aforementioned new IP. Well, she definitely thinks it's a good time to "start with a blank slate" and the process of thinking about a new IP is an evolution rather than a revolution. In regards to Assassin's Creed, she said the team spent a year of pre-production, thinking about the future direction of the series if the first hit big (which it did).

The next step involves turning it all over to the fans. They're the ones that keep it "fresh and relevant," and this is the difference between AC and Raymond's new project: whereas AC was created to turn over to the pros, she wants to produce something that's handed over to the fans. That's all we've got for now but she also said that in order to create a blockbuster product, one must build up the hype. It has to be akin to "film or TV" and "games aren't so much just a topic of conversation around the water cooler; they're becoming the water cooler itself." In short, she hopes her game will become a "place of conversation and that it will be a widely shared pastime." ...what, like baseball?

Well, if you want to build the buzz, you had best let us in on the goods...when can we see it, Jade?

Tags: ubisoft, jade raymond, dice 2011, ubisoft new ip

2/10/2011 8:35:42 PM Ben Dutka

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Comments (63 posts)

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WorldEndsWithMe
Thursday, February 10, 2011 @ 9:47:15 PM
Reply

Can't really argue with or, nor would I want to. This news makes me wanna be Canadian... for a brief time.

There is no doubt that dorky facebook games are a good gateway drug to roping in the poor pathetic masses who still think movies and TV are the better form of entertainment and it's a good idea to jump on this early. I just hope all this casual social takeover of society doesn't bring the downfall of high quality single player experiences (although it already has for many series).

7 up, 1 down

PasteNuggs
Thursday, February 10, 2011 @ 9:48:56 PM
Reply

Wrong! I would much rather play AI than humans. That way I don't have to hear jerks yapping over their headsets or playing annoying "knee jerk" rap.

FYI: I love rap. I just hate most rap made in the last 5 years.

4 up, 3 down

WorldEndsWithMe
Thursday, February 10, 2011 @ 10:36:58 PM

me 2

2 up, 0 down

Highlander
Thursday, February 10, 2011 @ 11:39:47 PM

Not only do you miss the talkative jerks, but you also escape the morons who think it's kewl to cheat and glitch.

Guys, I suspect that because of changing market proportions, hardcore gamers are fast becoming a minority in the face of a tidal wave of casual gamers who don't have a clue how to learn how to fight the game's AI.

4 up, 0 down

Beamboom
Friday, February 11, 2011 @ 3:32:42 AM

Guys. "Humans" do not HAVE to be synonymous for "strangers". Likewise, "human interaction" do not HAVE to mean "random match-making".

Well, to some it is. :D

Last edited by Beamboom on 2/11/2011 3:35:23 AM

0 up, 0 down

Snaaaake
Thursday, February 10, 2011 @ 10:02:47 PM
Reply

You know.......for a video game developer, she's quite good-looking.

14 up, 0 down

PasteNuggs
Thursday, February 10, 2011 @ 10:06:10 PM

Her and the woman from Epic Games. Wow. They should be the spokespeople for video game public relations for the general public. Then maybe some of the "nerd" stereotypes would go away and also it promote female gamers.

0 up, 0 down

mexgeo86
Thursday, February 10, 2011 @ 10:27:03 PM

indeed, she's quite hawt

4 up, 0 down

Fane1024
Friday, February 11, 2011 @ 5:05:28 AM

No...for a human being, she's quite good-looking.

: D

Last edited by Fane1024 on 2/11/2011 5:06:07 AM

9 up, 0 down

Teddie9
Thursday, February 10, 2011 @ 10:41:57 PM
Reply

Sounds interesting, and I'm all for supporting the ppl that brought me AC :)

Pet peeve: I prefer geek to nerd just sounds nicer to me.

2 up, 0 down

Fane1024
Friday, February 11, 2011 @ 5:08:22 AM

Geeks are side show freaks, technically.

So I'd rather be a nerd, myself.

5 up, 0 down

Underdog15
Friday, February 11, 2011 @ 8:42:00 AM

Yeah, nerd is the way to be!

Besides... nerds are the new jock! We live in a fad where chicks dig clever, good lookin' nerds!

2 up, 0 down

matt99
Thursday, February 10, 2011 @ 10:44:43 PM
Reply

It's cool to think they're developing a new IP in the city where I live.

4 up, 0 down

Oxvial
Thursday, February 10, 2011 @ 10:55:15 PM

I heard that according with Pachter the game was based on you.

3 up, 2 down

Alienange
Thursday, February 10, 2011 @ 11:04:44 PM
Reply

I like her. She not only knows good gaming, she knows WHY it's good gaming. Ubisoft is very lucky to have found her so early.

3 up, 1 down

Fane1024
Friday, February 11, 2011 @ 5:11:35 AM

She worked for both Sony and Microsoft before Ubi (not to mention Electric Playground).

She's older than she looks.

3 up, 0 down

Victor321
Friday, February 11, 2011 @ 7:16:10 AM

Hey Fane let's hope she doesn't read that huh =P?
Cuz women and the mention of their age don't gel together....

5 up, 0 down

Beamboom
Friday, February 11, 2011 @ 7:34:43 AM

She can't be *that* old? She's still in her twenties? That's still young in my book...

It's funny though, of all the poster-sized pics of her found on the web, Ben had to pick a stamp-sized one... :D

Last edited by Beamboom on 2/11/2011 7:36:08 AM

0 up, 0 down

Orvisman
Friday, February 11, 2011 @ 8:14:38 AM

Not in her 20's.

Jade Raymond (born 28 August 1975).

Going on 36.

2 up, 0 down

Underdog15
Friday, February 11, 2011 @ 8:45:54 AM

Sexiest woman at my work is in her early 30's. 30's are still pretty young too.

6 up, 0 down

Beamboom
Friday, February 11, 2011 @ 8:50:21 AM

Yeah of course there are really good looking ladies in their 30s, and 40s too for that matter, but Jade has that "childish" (for the lack of a better word) look that so typically are lost sometime during the 20s. So she being 36, is... Wow.

3 up, 0 down

The Doom
Friday, February 11, 2011 @ 9:19:34 AM

@Beamboom
Nigella Lawson is 51 and she's SLAMMIN'.

3 up, 0 down

Ben Dutka PSXE [Administrator]
Friday, February 11, 2011 @ 10:33:22 AM

I turn 33 this year.

I'll take her.

3 up, 0 down

Snorge
Friday, February 11, 2011 @ 11:31:05 AM

@Ben
Hey, we need more twitter updates from you! The one every 18 years just arent enough, Lmao! I understand you prob dont have that much free time, but anything more is appreciated!

"Taking a sh*t #ABigFatOne" - Ben's next twitter update Lmao!

(I did say anything but ya'll know what I mean; BTW for you joksters, I was playing about the fecal session)

Last edited by Snorge on 2/11/2011 11:37:41 AM

0 up, 0 down

Pandacastro
Friday, February 11, 2011 @ 12:30:25 PM

I turn 19 this year. I'll take her too.

0 up, 0 down

WorldEndsWithMe
Friday, February 11, 2011 @ 12:57:59 PM

^29, scared of 30.

0 up, 0 down

Pandacastro
Friday, February 11, 2011 @ 2:04:57 PM

Better get started on that things to do before hitting 30 world.

1 up, 0 down

Alienange
Friday, February 11, 2011 @ 3:59:00 PM

The thirties is where you learn the twenties sucked.

2 up, 0 down

Deleted User
Friday, February 11, 2011 @ 4:38:49 PM

@WorldEndsWithMe

30 is the new 20. We all have had 10 years added to our lives with today's medicine and technology. Nothing to fear.

1 up, 0 down

Lawless SXE
Thursday, February 10, 2011 @ 11:08:04 PM
Reply

Hey... Sounds LBP-esque. Seriously, social interaction, fan led development...

There are still people who play and enjoy single player experiences, and we need to be engaged as well. It can't be all about multiplayer and social interaction, although that is a growing market that won't be denied.

I'd like to say more, but I don't know what... maybe later.
Peace.

1 up, 0 down

___________
Friday, February 11, 2011 @ 1:10:11 AM
Reply

sorry, but after the crap ubisoft have done to their PC fans, and what they have done to my favorite new IP ill never be buying any of there games ever again!
speaking of ubisoft, whats happened to rainbow six?
been over 3 years since the last one came out!
ghost recon future soldier too, i thought that was suppose to be out early feb, but have not heard boo since they delayed it mid last year.
i smell another stinker on our hands!

1 up, 7 down

Wissam
Friday, February 11, 2011 @ 7:19:50 AM
Reply

Off topic I do not know what's so great about assassin's creed ? can someone tell me.

0 up, 1 down

Beamboom
Friday, February 11, 2011 @ 7:31:06 AM

There's plenty of reviews that will explain that to you.
And then there are personal preferences.

Last edited by Beamboom on 2/11/2011 7:31:41 AM

0 up, 0 down

WorldEndsWithMe
Friday, February 11, 2011 @ 7:43:38 AM

It's great for those who love to chew pine cones and sand.

0 up, 1 down

Underdog15
Friday, February 11, 2011 @ 8:44:17 AM

Best multiplat franchise this gen (beyond the repetitive first one, of course)

And it's not off topic. It's a Canadian game made mostly in Montreal. Uncharted is made mostly out of Vancouver, as well.

2 up, 0 down

Simcoe
Friday, February 11, 2011 @ 10:14:04 AM

Underdog, were you thinking one thing then got distracted with something else? I've never heard of Uncharted ever being connected to Vancouver. Now if you're thinking about EA on the other hand....

1 up, 0 down

Underdog15
Friday, February 11, 2011 @ 12:03:24 PM

Naughty Dog's main location is in california, but they have a major studio in Vancouver. Much production of the first (unsure of the second and third) was done in Vancouver. The audio studio for Naughty Dog in Vancouver did all the audio for Uncharted.

I believe it mentions Vancouver in the final credits.

Last edited by Underdog15 on 2/11/2011 12:11:40 PM

2 up, 0 down

Simcoe
Friday, February 11, 2011 @ 5:00:32 PM

Well how about that! Can't say I didn't learn anything today!

1 up, 0 down

The Doom
Friday, February 11, 2011 @ 7:51:51 AM
Reply

"Toronto? Ugh...I hate Canada. Oh my God, I hate Canada SO much. If there's one thing I hate more than vampires, it's Canada...eh?" I got nothing against the folks, but I hate that place

Last edited by The Doom on 2/11/2011 7:53:24 AM

1 up, 6 down

Underdog15
Friday, February 11, 2011 @ 8:42:22 AM

uh... why?

You're kind of a bastard.

Last edited by Underdog15 on 2/11/2011 8:42:48 AM

4 up, 1 down

Beamboom
Friday, February 11, 2011 @ 8:52:53 AM

How can one really hate any geographical area of such a size? If anything, hate the people. People are hateable, trees, animals and mountains are not.

Last edited by Beamboom on 2/11/2011 8:53:46 AM

1 up, 2 down

Underdog15
Friday, February 11, 2011 @ 8:56:00 AM

Here's a reason to visit:

http://www.complex.com/girls/2009/01/worldwide-wednesday-the-9-hottest-canadian-women

P.s. I live in Canada... and it's further south than the Northern part of California and approximately a third of the US states.

Last edited by Underdog15 on 2/11/2011 9:01:37 AM

0 up, 0 down

The Doom
Friday, February 11, 2011 @ 9:03:58 AM

@Underdog15
I'm a "sadistic bastard" according to my friends on PSN, so I guess theres a merit to that statement.

@Beamboom
I hate the climate, but fair enough. I guess I should hate the people too

Last edited by The Doom on 2/11/2011 9:08:05 AM

0 up, 2 down

Underdog15
Friday, February 11, 2011 @ 9:08:01 AM

Well... whatever makes you feel proud, I guess. That'll get you places.... /sarc/

And you hate the climate?!? LOL! Where I live, we're further south than a third of the US! Learn some geography dude. A large portion of Canada's population live in south western Ontario... and like I said... we're further south than a large portion of you guys... I'm further south than the northern part of California.

In fact, compared with New York State, for just one example, our winters are warmer and our summers are hotter on average. (compared with the area I live in, I mean.)

In other areas of Canada where most of the population live, it's very similar to American climate of neighboring states. And although I would never live North in the territories, for example, people that do pay no property taxes and get big tax breaks for living there. Plus cost of living is cheaper, and they typically get paid 3 times more. My buddy paid off his student loans and made a downpayment on a house in Nova Scotia after working just 1 year in the Northwest Territories as a nurse... he made 180k that year. (Right now Canadian $ is stronger than America's)

A few months ago, I drove north-west to Michigan.

Last edited by Underdog15 on 2/11/2011 9:18:47 AM

2 up, 1 down

Underdog15
Friday, February 11, 2011 @ 9:26:56 AM

p.s. I'd heard people actually believe the stereotypes, but I never thought anyone would by coy enough to believe them...

1 up, 0 down

Ben Dutka PSXE [Administrator]
Friday, February 11, 2011 @ 10:34:02 AM

Heeeeey...I don't want to have to play peacemaker in an international flap. ;)

Last edited by Ben Dutka PSXE on 2/11/2011 10:34:22 AM

1 up, 0 down

Simcoe
Friday, February 11, 2011 @ 10:35:24 AM

@Underdog, do you live in Windsor? I had always pegged you as living in the Maritimes.

@Doom, I'm not a huge fan of the climate in Toronto either, it gets way to hot and HUMID for my liking in the summer!

1 up, 0 down

Underdog15
Friday, February 11, 2011 @ 12:07:35 PM

Sort of Simcoe. I grew up in the maritimes, but for 3 years now I've lived sort of in London, Ontario. I'm about 1-1.5 hours from Windsor. I work in Strathroy for a half hour commute.

So yeah. I am a maritimer, but I haven't lived there for a couple years. My wife is from London, so I moved to her town when we got married 3 years ago.

And I agree about Toronto's humidity... I went to university in Hamilton... with the steel factory, that place sucks even harder in the summer. I definitely prefer the warmer winters and cooler summers of Nova Scotia. Temperate for the win!

0 up, 0 down

Karosso
Friday, February 11, 2011 @ 2:01:45 PM

Could never hate the country that gave us Bob Ross... R.I.P

0 up, 0 down

Deleted User
Friday, February 11, 2011 @ 4:39:52 PM

I'd rather live in Toronto than in this nothing happening city called Ottawa that's for sure.

0 up, 0 down

The Doom
Friday, February 11, 2011 @ 9:07:41 AM
Reply

"We aren't selling games to just nerds in their basements."
So...does this mean that she thinks gamers are nerdy basement dwellers? Not really nice way to generalize your audience. That belief is probably another reason why girl gamers stay under the radar...

0 up, 0 down

Underdog15
Friday, February 11, 2011 @ 9:10:12 AM

.... you could read it properly... then you would see she said "AREN'T".

And guys what? Although it is no longer the majority, there are still nerds who play video games in their basement who for some reason believe the way they are labeled by their virtual PSN friends is what should give their real life personality it's definition.

2 up, 2 down

WorldEndsWithMe
Friday, February 11, 2011 @ 1:00:34 PM

I think she's referring to the basic public understanding of gamers changing.

1 up, 0 down

A2K78
Friday, February 11, 2011 @ 10:04:00 AM
Reply

what's not hate about canada? I mean the country have one of the worst track records when it come to free speech, the same good for the UK, another place with a bad track of free speech.

1 up, 4 down

Simcoe
Friday, February 11, 2011 @ 11:06:35 AM

Tell me about it, you know what I hate? Poutine! Makes me gag just thinking about it, how they can call that food, is beyond me, that and beaver tails, yuck!

0 up, 0 down

Beamboom
Friday, February 11, 2011 @ 11:10:43 AM

Errah... So, what have you been smoking?
From a global perspective you use UK as an example of "worst track record of free speech"? You talk about the United Kingdom, the home of the largest free news provider in the world? And your source is... Fox News?

I think we all should return to the world of gaming, now.... And babes. Let's talk babes. Jade is one darn hottie!

1 up, 0 down

WorldEndsWithMe
Friday, February 11, 2011 @ 1:01:38 PM

I like babes from all countries.

1 up, 0 down

matt99
Friday, February 11, 2011 @ 2:35:10 PM

The level of ignorance in this comment is astounding. In Canada we have great freedom of speech and I know the UK does too.

1 up, 0 down

daus26
Friday, February 11, 2011 @ 12:29:20 PM
Reply

For it to be a true social gaming, it doesn't need to be a new IP imo. I mean thinking about Gran Turismo 5, it has similar community features to facebook like:

- Viewing a list of profile pics of your friends and their levels
- Wall (message board) for you and your friends to post on
- Share pictures and put your comments on it.
- Inbox/Outbox system for private messages
- Send Gifts/Items to your friends
- Write a quote for your driver to say
- Logs that keep of track of the progress you've done in the game and share them for your friends to see

GT5's online is great and I think its overlooked, but I agree with Jade that most games nowadays needs to be social (and again, it doesn't have to be a new I.P to be a good one). The thought that playing with humans is a lot more fun than A.I. is true if you compare racing online with friends than the A.I in GT5.

0 up, 0 down

Oxvial
Friday, February 11, 2011 @ 12:40:53 PM
Reply

Shes very cute, all spokesman should be girls like this, I'm tired to see people like that nerd of GeoW.

Last edited by Oxvial on 2/11/2011 12:41:04 PM

0 up, 0 down

Deleted User
Friday, February 11, 2011 @ 1:30:43 PM
Reply

I remember Jade Raymond from Electric Playground, before the show became Xbot 360 City. Classy, intelligent and attractive and yes, the industry needs more of her and less of the phony, low-rider wearing Avril types that have been brainwashing the never-been-kissed boys out there in Internet land.

I wonder what happened to I Am Alive, though. It sounded like an interesting premise for a game.

1 up, 0 down

matt99
Friday, February 11, 2011 @ 2:38:57 PM

Ben did an article about it a little while ago, it said that I Am Alive is most likely going to be downgraded into a downloadable PSN game. Which is Disappointing I know.

0 up, 0 down

Zorigo
Saturday, February 12, 2011 @ 10:36:49 AM
Reply

She's a gamer.
She's very very good looking. (i would say daayum hot! but she deserves some respect surely. but she is!!!)
and she's clever.

s'all good :)

0 up, 0 down

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