Fredrik Liliegren has been involved in the games industry for 18 years in various positions, most notably as founder and CEO of Digital Illusions CE in Sweden, and later as Studio Manager of DICE Canada.
Electronic Arts officially completed their takeover of the company on the 2nd of October of this year, after originally obtaining a controlling stake in DICE in January 2005. On October 5th, DICE Canada, who were responsible for titles like Battlefield: Vietnam and Battlefield 2: Special Forces, was closed down by its new parent company.
On the 16th, Liliegren announced the opening of Red Jade Studios, an art and animation outsourcing service which is currently comprised entirely of former DICE Canada employees. The name had previously been used by Liliegren in the development of a handheld system that relied upon digital distribution which was abandoned in 2001 after partner and major investor, Ericsson, pulled funding from the project.
Gamasutra contacted Liliegren via email to discuss the closing of DICE Canada, and the formation of Red Jade.
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DFC Intelligence has big expectations for the Nintendo Switch 2. They estimate over 100 million units sold by the end of 2029.
dont think itll happen because of COQ. it costs as much as gaming consoles that are way better in a lot of ways and nintendo normally thrives on selling cheaper hardware than the competition. i believe that because the switch 2 and the games are so expensive and are far inferior to better versions available for the same price or cheaper on better gaming consoles that gamers would rather get a better value for their money and buy something better than the switch 2. the switch 2 can do a lot better if it isnt expensive and the games are cheaper.
Pretty ambitious... it could be done so long as they lower the price of the games and the system to something more reasonable.
For me...I beg to differ it's an important launch knowing it's not launching with any interesting exclusives except the $80 Mario Kart & I'm not into racers. Until I see some interesting Switch 2 exclusives that I think are a must play I can wait as long as possible before obtaining a Switch 2.
I’ve seen a lot of people projecting that the Switch 2 will sell over 100 million units by 2029. While I understand the optimism—especially considering the original Switch’s success—I think those numbers might be overlooking the current state of the market and how much it’s shifted.
First off, we need to stop using early sellouts or pre-order hype as a reliable indicator of long-term success. Every major console that’s launched in the last 25 years has sold out during its pre-order window. Even consoles that were ultimately considered commercial disappointments—like the Wii U—sold out at launch. The PS3, which launched at a hefty $600 back in 2007, still had people lining up. That early rush is almost always driven by the core gaming audience, not the mass market. The real test comes after that honeymoon phase, when sales depend on casual gamers and broader adoption.
And that’s where things get trickier now.
The gaming landscape has changed dramatically. Mobile gaming has completely taken over in terms of both revenue and number of players. It’s bigger than console and PC gaming combined, and it's still growing. That makes sense when you think about it: everyone already has a phone, and many have tablets too. Pair that with a Bluetooth controller and you’ve got a portable, high-quality gaming experience with almost no extra cost.
Consoles and gaming PCs, on the other hand, require a substantial investment just to get started. When money is tighter for a lot of households and the average consumer is more price-conscious, it becomes harder to justify spending $400–600+ on a single-use gaming device—especially when they already own something that plays games well enough.
I’m not saying the Switch 2 won’t be successful. Nintendo has a strong brand and a loyal fanbase. But I do think people are underestimating how much harder it is today to move that kind of hardware volume. The market’s more competitive, more fragmented, and more mobile than ever before
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