Market driven sequels

The reading talks about motivations for game design and the question popped in my head about sequels.  Are sequels or franchises just market driven games using the proved method of its predecessors? Or do they still qualify for other criteria like design driven (like they might of been in the first game)?  The new Halo game, expansion packs for multiplayer levels and even the older Mario games come to mind when thinking about this.

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