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We won't make the same mistakes next generation, says EA
August 30, 2012 | By Mike Rose

August 30, 2012 | By Mike Rose
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More: Console/PC, Business/Marketing, Video



"Frankly, we made a couple of mistakes in how we built our technology that was going to build all these games."
- Frank Gibeau, head of labels at Electronic Arts admits that the company had a rather rocky start at the beginning of the current console generation.

However, Gibeau says that he has pinned the problems down to one point in particular - technology. The company didn't have a powerful enough game engine in place to properly take its games to the necessary level, he says in the Bloomberg interview. With its proprietary Frostbite engine, EA is making sure this doesn't happen again.

"[Frostbite] is tailor made for next-gen hardware, so we're in really good shape from a technology standpoint, which is where we had our misstep last time," he notes.

A rich and broad set of intellectual properties is also something EA was missing at the start of the current console cycle, says Gibeau, and again, this is something that the company is looking to rectify come the next generation.

"We've already started three to five IPs that we're going to launch in those first 24 months of the next generation," he says. "EA Sports is there with all of its power, and you also see some really big brands like Battlefield coming out."


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