The Assassin's Creed brand is the product of the innovative minds of young auteurs in the business. It has been positioned as a youthful brand determined to turn the market into something new and exciting. The creators also market their games as virtual time machines that allow players to go back in time and relive history. Assassin's Creed marks a turning point in the market involving new gaming ideas, innovation, and a moral story about a man who kills for a living.
Assassin's Creed the game was produced by a Montreal company named Ubisoft released worldwide November 2007 on the Playstation 3 and XBOX 360. Creative director Patrice Desilets was inspired by a character that would be a master assassin and, because he worked previously on Prince of Persia, he continued to be inspired by the Middle East as a video game location. The game's development involved a large team with Desilets at the helm pitching ideas. The challenge of creating a game like Assassin's Creed was that the environment was interactive and everything that the player encounters had to act like a non-playable character, which meant that there could be hundreds of players on the screen at any given time. In this way the game pushed at what the medium could achieve. Assassin's Creed became a critical and commercial success due to the innovative ideas of the design team.