How often can you release a game in a AAA franchise? How do you keep it fresh? How much change is too much, and how much is too little? Why would an audience come back again and again to the same universe? Assassin's Creed has grown to become own of the premiere franchises in the industry and one of the few that tries to maintain a completely consistent universe of characters, history and perspective. This talk looks at the challenges of creating such a franchise, expanding into other media, and of shipping a new core title every year, through the lens of the development of Assassin's Creed 3. By breaking down the team's goals in January 2010 and re-presenting example deliverables at key milestones over the last two and half years, Hutchinson will explain how Ubisoft Montreal built AC3, and show how the studio's features and approach evolved along the way.