Wilson explained that getting attention for Blur, a new IP, at this point in the console cycle, was difficult -- especially with high-quality breakouts and juggernaut competition on the field. He believes that the quality of the competition, along with the state of the global economy, meant that gamers weren't ready to "take a risk." He points out several other quality IPs like Enslaved, Alan Wake and Vanquish that also struggled in 2010.
Wilson now feels that the "middle ground," selling two to three million units is "getting hard to find," explaining "Games either 'break out' and sell four million plus, or really struggle to break even."
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