UCM is a win-win in terms of marketing and content: you can market it like it's an IP, it goes up the food chain in a positive manner because of synergy and the focus the studio has put on revitalizing the monsters in culture (nevermind the potential land at EU), and the content is basically whatever the designers want it to be because it's about the monsters themselves and not the plot, allowing them to go nuts.
I really hope they're back this year.