Ubisoft SVP of sales and marketing Tony Key, in an interview with GamesIndustry International, believes that the raw processing power that can be harnessed from both the Xbox One and PS4 will allow for more creative and innovative gaming experiences.

“There’s so much more under the hood,” Key said. “Give them just a little more time and you’re going to see the difference start to build. The amount of innovation that’s going to occur around these machines is really going to inspire the category. That’s what we need: We need to bring excitement back to this industry.”

Key also commented on the poor reviews launch titles usually receive and exactly why that is.

“Right now, all publishers are transitioning their development resources. For a game like Assassin’s Creed: Black Flag, most of the sales are still going to be on current- generation platforms. We can’t make a version for PlayStation 4 or Xbox One that’s so wildly different that we can’t market them together,” Key said. “So, for now, developers and designers are focused on making a game that works really well on all of the systems–but as we transition resources to the next gen, it’s going to be more difficult to do that because the power of these machines is going to allow so much more creativity.”

Key concluded the interview by stating that the recently delayed Watch Dogs is a long-term brand for Ubisoft, and that delaying the game was extremely “heartbreaking” for the whole company.

“Watch Dogs is designed to be a long-term brand for Ubisoft,” Key said. “We won’t launch it until we know it’s equaling the vision it can achieve. We’re playing the long game–and as a company, we know how important it is to get it right.”