The video game industry doesn't see as many fresh, innovative ideas as we'd all like. That's because many publishers cannot afford to risk spending money to develop something that may or may not sell. Sure, if a dicey, original idea produces a blockbuster game, there's a payoff. But if it doesn't, it's like flushing money down the drain. It can be financially dangerous to experiment with unknowns in any industry, but that's especially true in the video game industry, since game development can be expensive. Few game publishers can afford to take such risks.
Electronic Arts, though, is one that can. At least the company's VP of communications, Jeff Brown, thinks so and explains why.