Focusing on business goals at the expense of customer respect will see developers and publishers lose out in the long term, EA Montreal general manager Alain Tascan has told GamesIndustry.biz.
And while EA Sports boss Peter Moore has recently expressed a desire to achieve consistently high scores on sites such as Metacritic, Tascan thinks these goals should be used as a "focus" rather than a "pressure".
Respecting the customer is the most important thing, he said. "[We're] not trying to push something down their throat – 'just buy this game', and putting a lot of marketing behind it.
"If you look across EA we're really drastically improving our quality," he added. "For Army of Two is it a real focus? Definitely, but I think Metacritic is not the only thing - it's a combination of a high quality game, but also a proposition that people are interested in.