Ubisoft has a lot of faith in the Far Cry franchise going forward. Speaking to IGN at E3, Ubisoft senior vice president of sales and marketing Tony Key explained that the series has become a “huge brand” that Ubisoft will continue to build upon.

“ We consider that a huge brand for us at this point. You’ll see more Far Cry games, besides Blood Dragon, in the future.

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Key noted that Far Cry has come a long way since Ubisoft took over the franchise and that the publisher was thrilled with the reception.“Far Cry 2 was a really good game, but it was very early in the process of us as a company learning about open worlds. There were some challenges around that,” Key said. “It was critically acclaimed, but it ultimately didn’t connect with as many people as we would have hoped. Far Cry 3 was able to build on that and create something really cool. It was a great experience. It was very polished. We consider that a huge brand for us at this point. You’ll see more Far Cry games, besides Blood Dragon, in the future. We’re really excited about what happened there. It exceeded our expectations. We knew it would be good, but it was even better than we were expecting.”Back in May, Ubisoft said Far Cry 3 “ confirmed our strong comeback in the major segment of shooter games .” Far Cry 3 topped sales charts in the U.S. following launch, and Ubisoft previously confirmed that more than 4.5 million copies have been shipped to stores.Far Cry 3 launched in December 2012, while standalone expansion Far Cry 3: Blood Dragon was released in May. For more read, our review of Far Cry 3 and our review of Blood Dragon . Look for more from our interview with Key in the days to come.

Andrew Goldfarb is IGN’s news editor. Keep up with pictures of the latest food he’s been eating by following @garfep on Twitter or garfep on IGN.