EA to focus on new brands

EA has said it intends to launch new IPs instead of just focusing on established franchises.

Upcoming EA games include several sequels for series such as Dead Space, Need for Speed, Medal of Honor and SimCity.

However EA Games boss Patrick Soderlund said the company would also be investing in new titles.

Soderlund told USA Today: “As game makers, we have to continuously work and launch new intellectual properties into the market. If we think we can live off of our existing brands and that only, I think it will not only be costly, but a short-lived mistake.”

Soderlund said EA could continue to work on fan-favourite titles as well as delivering brand new games.

He added: “I still think there’s a lot of creative juice in brands like Battlefield and Need for Speed and a bunch of our franchises, but I also do think there’s a lot of room for new intellectual properties. We are investing in that today, and you will see new IPs from EA and the Games label in the future.”