343 Industries boss Frank O'Connor has said it is the job of this newly formed entity to ensure that is not over-saturated, and that players don't get sick of the 360's flagship IP.

While all kinds of novelties may have sprung up surrounding the adventures of Master Chief, O'Connor says that he fears for the brand if things go to far.

"I worry about that constantly," Joystiq were told by the executive.

"All of that stuff has existed in the past, and it exists because of one simple reason, which is demand. We wouldn't make it if we weren't continually being asked for it. We obviously turn down almost infinitely more stuff than we actually produce, but when we produce it there's a good reason and a good plan and a strong demand."

More Halo news soon.

By Luke Guttridge

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