That challenge was compounded by a natural conflict: Production, project management, technical direction, and other managerial tasks are all often at odds with the creative process. The overarching goal was to translate that vision into a high-quality game built within budget and on time.

The Montreal studio took the lead on the game, mapping out the vision and providing coordination for nine other units stationed in Canada, France, Ukraine, Romania, China, and Singapore. 10 talk at a Fast Company Innovation Uncensored event at the video game maker’s San Francisco facility. “ Assassin’s Creed is a big brand, and we definitely needed multiple studios, multiple people working on it,” Lesley Phord-Toy, producer at Ubisoft’s Toronto studio, said in an interview after her Nov. The previous six Assassin’s Creed top-tier, AAA titles, as they are known in the industry, have sold upward of 78 million units since 2007, according to Ubisoft. The latest installment of the popular video game series, out this week, is Ubisoft’s first foray into the new generation of gaming consoles (alongside Assassin’s Creed: Rogue for the previous console generation, with versions of both games available for PCs). What’s unique to games is the level of iterative development we need to do.

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