Peter Molyneux has set a goal of five million units sold for Fable 3. While speaking at the Game Developers Conference, currently being held in San Francisco, he said, "if we don't grow as a franchise, if Fable doesn't get bigger as a franchise then it will eventually die." Molyneux has recently been stressing Loinhead's new focus for Fable 3 which includes a streamlined HUD and menu system to attract more players.
Lionhead has so far been "very happy" with the success of the Fable franchise; the original Fable sold 3 million copies while Fable 2 pushed 3.5 million. Molyneux wants to see the franchise expand by 25-30% so that it will "be part of the big boys, the big blockbusters." Apparently Fable 3 is taking lessons from the action-adventure genre, which typically outsells RPGs, to attract a broader audience.
Fable 3 it currently slated for a fall 2010 release on Xbox 360.