Activision Publishing CEO Mike Griffith has revealed that they have now set their sights on breaking into the action genre with a brand new IP.

Details about the IP are still scarce, but Griffith did share with Develop why Activision, which has become decidedly restrictive when it comes to new IP, made the decision:

New IP is risky – most of them fail. Our approach is balanced and measured, very selective. But the action genre is US$ 4B in size. That will be our next major entry into a space where we are significantly under-developed.

Considering Activision Blizzard CEO Bobby Kotick's approach to games, this is sure to be turned into as milkable a franchise as possible. Keep checking back here for more updates.

---

Related articles:

• Ghostbusters, Riddick and 50 Cent games not "exploitable" enough for Activision Blizzard
• Rumor: Activision assigns High Moon to new Transformers game, Radical gets a whack at Spider-Man