There's also a bit of a difference on what exactly is the selling point for a game. From the business side of the industry you need to be able to project sales so you can set a development budget. When Nintendo decides to make a new Mario game, with the Mickey Mouse/Disney like status Mario has Nintendo can probably project like 5 million sales or whatever for each game, get a huge budget and spend all the time they want polishing it to a shine. Were they to try a brand new IP, projected sales could be much lower and it would be harder to apply the same polish.
Other companies get stuck with a single name brand, like Bungie with Halo. The ones that are best off are companies like Blizzard who have a number of IP's and millions of devout Blizzard fans. All they gotta say is 'new Blizzard game/IP' and people will be lining up to give them their money.
For developers who don't have anything established though? It's doable but man that's tough.
Other companies get stuck with a single name brand, like Bungie with Halo. The ones that are best off are companies like Blizzard who have a number of IP's and millions of devout Blizzard fans. All they gotta say is 'new Blizzard game/IP' and people will be lining up to give them their money.
For developers who don't have anything established though? It's doable but man that's tough.