For my maths coursework I did a reasonably extensive look into industry statistics for the ps2, where I compared sales figures for origonal games (e.g. gran turismo) to branded games (e.g. james bond games etc). I also looked at the relation between sales figures and review scores in both branded and non branded games; I thought the results were pretty surprising.
You might expect on the ps2 that on average branded games would sell better, after all its the home of licensing etc. However, the median sales figures for the top 200 games in both the non branded and branded games were within a few thousand units of eachother. I.E. they sold , in general equivalent amounts. This would suggest its just as profitable make a non branded game as a branded game, and that in fact if developers like EA focused on creating some origional content using their vast resources, they could still generate the same sales figures, and probably really contribute something worthwhile to the industry.
Pretty surprisingly, there was a stronger relationship between review score and sales figures for branded games than non branded games; however, in general, there wasnt that strong a relationship in either case. This would indicate that UK gamers dont really care how good a game is in all cases.
Additionally, to many, the ps2 has been considered a good starting point for developers- its easier to shift units on. However, the data for the sales figures in both categories was extremely positively skewed; what this essentially means is that most games sold very little, with only a few doing very well. This would indicate that the ps2 is actually not such a safe environment to start up your development company, if you dont have strong backing, because games are certainly not sure of good sales figures, even if they are good games.
Anyway, I cant exactly say this is definitive, however, I did get my data direct from ELSPA (which is why I cant actually post it up, because I signed a non disclosure agreement with them), so it should be prett accurate. And no, I didnt choose the ps2 because I like it more, I chose it because its easier to make predictions about- and there are more branded games.