Speaking during GDC, Peter Molyneux highlighted Lionhead's strategy for Fable 3, specifically noting that a franchise will die if it fails to grow. "If we don't grow as a franchise, If Fable doesn't get bigger as a franchise," said Molyneux, "then it will eventually die." Lionhead is "very happy" with the success of Fable so far, with Molyneux stating that the original Fable sold "about 3 million" copies, while Fable 2 moved approximately 3.5 million.

He added that he hopes that 25-30 percent more people will play Fable 3, explaining Lionhead's plans to craft Fable 3 as more of an action-adventure title -- a genre which tends to perform better than RPGs. The overall goal for Lionhead is to sell more than five million copies of Fable 3. According to Molyneux, Fable 3 needs to sell that many in order to "be part of the big boys, the big blockbusters."

How will Lionhead rope in that many new customers? Read our full coverage of the Fable 3 GDC panel to find out.