When John Riccitiello became CEO of Electronic Arts in 2007, the world of gaming looked incredibly different. Activision was the evil publisher, and CEO Bobby Kotick was the face of that evil. Call of Duty had gone from technological achievement that brought in the new generation of gaming to a milked franchise that most of the gaming community would quickly tire of. There was one company, however, that was about to start taking risks in releasing new, unproven franchises. That company was Electronic Arts.