For Ubisoft, the world is its oyster when it comes to Assassin's Creed.
The franchise's latest game is flying off shelves in Europe, and the series is a global powerhouse selling 20m.
Meanwhile the storyline profiles a team researching the genetic memory of an assassin – so the franchise can visit various parts of the world at various times in history.
And after the first three games visited the Holy Lands, 15th, 16th and (spoiler!) 21st Century Rome, where next?
According to EMEA chief of marketing and sales at Ubisoft Geoffroy Sardin, hints can be found in the firm's various ‘transmedia' efforts.
The publisher has launched a range of books, live-action and animated moves and comics to support the franchise and grow it.
He told MCV: If you've read the comic books you will see that we took Assassin's Creed to the USSR, or Caesar's Rome – that's a good example of what we could do in the coming years in the next video games.”
He added: We never saw this as just a franchise – it is a 360 degree franchise, and touches a lot of other experiences. It's not just a game, but an animated story, on comics, in books, and other formats too. There's lots of scope for what we can do.”