Ubisoft says Assassin's Creed 3 is a good entry point for newcomers to the series.
It may be the fifth entry in a franchise that has already sold 38 million units, but it does feature a new hero and setting.
"This is a great time for gamers to join the adventure," Ubisoft UK boss Rob Cooper told MCV. "There's a huge will from Ubisoft to bring more gamers into this universe.
"Assassin's Creed 3 is the biggest and most ambitious launch in Ubisoft's history so we absolutely believe this game will continue to grow the franchise."
Cooper also said he thinks Assassin's Creed 3 will hold its own against this year's biggest releases following its October 31 release for PS3, Xbox 360 and PC.
"This is a huge investment for us and we're extremely confident that together, all these factors will put us in pole position to compete against the other titles this Xmas."