So they WANT to be associated with a single IP? That's putting all their eggs in the gears basket. Are they that sure the IP will be relevant 5-10 years down the line? Hmmmm
"Coalition" has a meaning outside of a Gears of War context. If the series loses popularity over time, nothing's stopping them from transitioning to other work. Being tied to a series like Gears gives them more stability than they would otherwise.