He could be talking about the return of true expansion packs too. Make Assassin's Creed V in one environment then release more and more expansion packs (each with their own full campaign) that flesh out the world more and more. I mentioned Watch_Dogs previously because it's a title that could really benefit from that.
In essence almost every game in history ever that had an expansion or even post release DLC can be considered the same concept, just in a more limited shape.
There really is nothing new here, in the end its just a
business decision to keep investing in the same project and keep expanding it, and that decision is based not on roadmaps but on sales numbers. It really is that simple. No developer ever will tie himself to a commitment to keep investing in one project forever and neither is Ubisoft saying anything of the sort. They just try to make it look like that.
The only possible differences exist in the actual implementation and how long or how far you are willing to draw it out. The MMO is the perfect example of this.
Realistically: what defines 'a full campaign'? There is no set definition, and it doesn't matter if content is called 'DLC' or 'Expansion' or 'New game'. Its content. Most of it built on the same engine or on the same codebase. The only real choices are business choices: what price tag for what content and how do you choose to cut things up and put it in a box.
