Quality issues have in the past earned EA no shortage of criticism from audiences, especially hardcore gamers. But EA has highlighted its big push to change that impression -- bringing the EA Games label under closer scrutiny than ever.
"I think our quality slipped, and that was one of the things -- as an assumption and then an objective -- that I brought to this job," says EA Games label head Frank Gibeau. He explains his mandate: "We are going to improve the quality of our products, and we are going to create IPs that have the same resonance as some of the top ones we're seeing in the industry."
So what was Gibeau's quality turnaround strategy? "I think there's incredible designers and creators inside this company, but the talent was being stifled or prevented from really manifesting itself into great games," he says.