Coming up with new content and unique gaming experiences isn’t easy. But, according to Sony senior vice president Michael Denny, original intellectual properties are essential for the gaming industry’s continued success. Speaking at Develop Liverpool, Denny said, “For me the answer is clear, simply, we must support new IP creation to survive as an industry. Consumers crave new things. If we want to stay relevant in an increasingly competitive marketplace, we have to continue to produce new experiences.”

As the executive in charge of Heavy Rain, it’s safe to say that Denny’s quite knowledgeable in the realm of IP creation. Other gaming industry managers, including Square Enix’s Yoichi Wada and Codemasters’ CEO Rod Cousens, concur with Denny. They all seem to agree that, if new and original content isn’t consistently delivered, people will look elsewhere for their entertainment.