It's tough out there. If you don't make great games that sell, you won't last long.
And unfortunately, originality is nowhere near as appealing to the masses as tried-and-true formats in easily recognizable, accessible packages. This is why sequels tend to reign supreme and why new IPs typically have little chance of competing, unless they get fantastic reviews and a ton of marketing. Platinum Games is a studio that loves new IPs; they love making new things all the time. But is their publisher (Sega) annoyed that they don't stick to one particular game and build a highly commercial franchise? After all, even though Bayonetta sold relatively well, Vanquish scored just as high and didn't even break 1 million copies.
But Sega West CEO Mike Hayes told Eurogamer that Platinum is a "great studio" and they continue to produce quality work. Said Hayes:
"The nice thing about working with PlatinumGames is that you can dip into their pool of creativity and see what they come up with next. And that's like gaming used to be. To have the freedom to have a partner like that is good. We tend not to put the suits and restrictions on them and 'you now must do this'. It's like, 'What have you got next then guys?' And if we think there's a commercial opportunity then we want to partner with them."
Currently, Platinum is cranking on another new IP, Anarchy Reigns . You can bet it won't compete with the highly anticipated sequels and established franchises, but these developers obviously care more about producing something fresh. We have to admit; it's nice to see a studio so uncommonly dedicated to the new IP.