EA's CEO John Riccitiello has re-iterated that he is trying to lead the company away from it's reputation of making cheap and cheerful cash-ins and repetitive sports games and more towards innovative, quality titles.
That said, he does admit that the company need to make a profit too - but he doesn't believe there needs to be a distinction between profit and quality.
"Some of my greatest beliefs regarding gaming are that our art form is today - or certainly has the potential - to be recognised as the peer of the best of Hollywood movies. I want to help others see that.
" said Riccitiello in an interview with the Academy of Interactive Arts and Sciences
"I also believe that there is no inherent conflict between great creativity and achieving strong profitability - I believe they go hand in hand. More than trying to work on my legacy, I want to work to prove both of these points are true and see a day when these ideas are seen as common knowledge.
In the last year or so Riccitiello has tried to lead the publisher away from repetitive sports titles and more towards unique, fresh IPs like Dead Space
and Mirror's Edge
. The company has also been moving closer to digital releases over systems like Steam - albeit slowly and currently only in some territories.
What do you think of EA's progress lately? Are they still the evil big brother of the industry, shattering everything with a money-fist, or are they getting better? Let us know what you think in the forums