Cliff Bleszinski, lead designer of upcoming Xbox 360 killer game Gears of War, wrote in his 1UP blog about the need for games to be original, or rather the potential lack thereof. Developers have been told by publishers recently that users don’t want original content, and they have a reason to say that too.

There needs to be balance. In Xbox 360’s first months, we have been treated to Dead or Alive 4, Call of Duty 2, Quake 4, and even Geometry Wars: Retro Evolved was a sequel. People buy sequels because the original game was great and they want more, just like people keep buying hamburgers and milkshakes because they tasted perfect the previous time they bought them, and they want more of it. But every now and then some new food gets hip and makes a killer sale. Cliffy’s Gears of War looks to be the upcoming sushi in the Xbox 360’s buffet.

I think there’s a balance to be had. Something old, something new, something borrowed, something blue. Take an existing formula and twist it. I don’t think it’s always a good thing to be 110% unique. Sometimes, the more unique your game and universe design the more difficult it can be for millions of gamers - ranging from hardcore to casual - to latch onto your game mechanics and characters.

The most original and unique films are often not commercial box office hits. […] Unreal was Quake with color, unique weapons, and more open ended worlds. Halo was Unreal/Quake with vehicles and great controls on a new console - marketed like mad.

The bottom line is we need to hit from both ends. We need Ico and System Shock as much as we need Madden and Burnout. Then, every so often, a game hits on both accounts. And you have a GTA.

So far there’s no news on Gears of War’s Emergence Day other than 2006. Can’t wait to preorder it myself.