The abnormally long lifecycle of the PlayStation 3 and Xbox 360 has "penalised" Assassin's Creed 3 publisher Ubisoft, its chief executive Yves Guillemot has said.Speaking to Gamasutra, the CEO argued that it's less risky to create new IPs at the beginning of a new console cycle."What we missed was a new console every five years," he said. "We have been penalised by the lack of new consoles on the market. I understand the manufacturers don't want them too often because it's expensive, but it's important for the entire industry to have new consoles because it helps creativity."Ubisoft has traditionally backed new console launches, with rich line-ups already present on the Nintendo 3DS and PS Vita, and of course the impressive Watch Dogs wowing attendees at E3."It's a lot less risky for us to create new IPs and new products when we're in the beginning of a new generation," Guillemot added. "Our customers are very open to new things. Our customers are reopening their minds -- and they are really going after what's best."At the end of a console generation, they want new stuff, but they don't buy new stuff as much. They know their friends will play Call of Duty or Assassin's Creed so they go for that. So the end of a cycle is very difficult."The Ubisoft head argued that without these 'early risks' the pay offs that emerge later in a console cycle might not happen. For example, Guillemot noted, if it weren't for Rayman: Raving Rabbids, there would never have been a Just Dance."If you can't take risks because people don't buy, you don't innovate. And if you don't innovate, customers get bored."