Electronic Arts' credibility went up a few notches when the publisher last year switched on an aggressive plan to release an increased amount of new intellectual properties -- the publisher wanted to showcase its creative muscle instead of its factory-like tendency to churn out sequels.
But the plan wasn't a complete success. While the new horror game Dead Space won accolades and had strong sales, for example, there was Mirror's Edge from DICE, which fell short of commercial expectations.
"I'm not the kind of guy that ever looks back. I look back long enough to learn a few things, and then apply them going forward," EA Games label boss Frank Gibeau said as part of a larger interview at this week's E3 in Los Angeles.