EA exec: People wrongly criticise EA for not being innovative

A lot of people wrongly criticise EA for not being innovative, claimed EA executive Patrick Soderlund.

Soderlund said EA is always looking at different ways to approach games, and even though it might not be new IP it is still innovation.

"A lot of people criticise EA for not being innovative," he told MCV. "But look at what EA has done with Battlefield 3.

"We said, here's a game that looks like nothing you've ever seen before. We looked at animation, we looked at audio, we looked at every single part of the visual experience and we said: how can we change this?

"I think if that's not innovation, I don't know what innovation is."

Soderlund insisted that EA is always working on new IP, and on a personal level he'll 'probably leave the games industry' when all they do is Need for Speed.

"There's nothing that we've announced but we are absolutely working all the time on new IPs," he added.

"To me, the day we stop doing new IP is the day we put ourselves on life support and then we're slowly going to die.

"The day that we stop thinking about new things that are not Need for Speed is the day that I'll probably leave the games industry."