For the most part, this industry rewards talented studios because gamers typically buy good games.
But for a combination of reasons, Ninja Theory hasn't really experienced blockbuster success this generation. Actually, in point of fact, both Heavenly Sword and Enslaved: Odyssey to the West didn't bring in the big bucks.
It's a little strange in regards to HS, though, as the title apparently sold 1.5 million copies and that still wasn't enough. Then came Enslaved , and as I predicted heading into that launch, it kinda got lost in the typically crazy pre-holiday shuffle. It wasn't as good a game as HS – in my opinion, at least – but it was still extremely entertaining and well worth playing. I still think it had one of the better endings I've seen this generation, and the partner dynamic between Monkey and Trip was both effective and heartfelt. Nothing wrong with that.
And yet, sales were disappointing. So I'm really hoping that their new project, the Devil May Cry reboot, hits big. This time, they don't have to worry about introducing a new IP into a market crammed with sequels and big franchise names; they already have the recognizable franchise name. And although some hardcore fans are still annoyed at the design direction the team took with Dante's new look (which Capcom approved, by the way), I've seen the gameplay. This one definitely looks like a winner, provided everything comes together nicely in the final product.
And if it does, if it garners critical acclaim and everyone seems to like it, it had better sell. Ninja Theory is long overdue for some respect, I say.