Angry Birds needs innovation instead of Star Wars branding and stuffed toys, says Riccitiello

Thursday, 17th October 2013 21:08 GMT By Stephany Nunneley

Former Electronic Arts CEO John Riccitiello said during his talk at the Gaming Insiders Summit that game brands need to be consistent like Call of Duty, Grand Theft Auto, and FIFA but brands also need to innovate and it can be done without the need for adding Star Wars skins or stuffed toys like Rovio did with Angry Birds – in his opinion.

“I don’t think branding has anything to do with making stuffed toys,” he said via Polygon. “They are great ways to extend brands but they can also diminish a brand. They can counter relentless innovation and polish.

“Adding a Star Wars brand is not an innovation. It plays pretty much as it [Angry Birds Space] did. Maybe tomorrow they will do something so fundamentally innovative that they will prove me wrong, but they haven’t really mastered the microtransaction model. I wish they had put as much innovation and energy into the code as went into all the other stuff.

“Maybe they wanted to be Disney before they had done enough.”


Angry Birds Go, is the newest entry in the brand and it’s a kart racer releasing on December 11 and will make use of toys in the same vein as Skylanders and Disney Infinity. Thanks, MCV.



  1. Panthro

    It wasn’t even innovative to begin with…

    Plenty of games just like this had been around for years and they just made some cute little sprites to make it more appealing to normal people.

    #1 1 year ago
  2. DSB

    Translation: “Turn it into a shooter”.

    That’s really all Riccitiello knows how to do. Dead Space, Mass Effect, Plants vs Zombies etc. etc. etc.

    He’s one of those guys who has just one button to push, and keeps pushing the fucking thing over and over and over again. Soulless fucking suit.

    #2 1 year ago
  3. dizzygear

    Charging €39.99 for a bunch of free mobile games on Vita could be called innovative…

    #3 1 year ago
  4. VancouverBlade

    Arguably JR wanted EA to be like Activision by buying Bioware in order to get his hands on their MMO – you know, the Star Wars one? Take that innovation!

    #4 1 year ago
  5. DSB

    @4 Oh yeah. Dropping half a billion on a bog standard MMO destined to be another F2P also-ran. And throwing everything he had at DICE and Infinity Ward.

    Fuck the games. No one needs games. You just need the worlds biggest everything. Oo-rah son.

    Oh, and mobile. Bejeweled mofukkah. More like BeCHACHING, amirite? Nevermind that Zynga are dying a very public and embarrassing death. That means nothing. Because “mobile”. Buzzwords solve err’thang. Lemme hear all tha shareholders say “Yeah!”.

    #5 1 year ago
  6. GrimRita

    says the man who pushed out Star Wars: A Generic MMO. @ DSB +1 But at least good ol’ Rick holds the crown for the biggest fall in subscriber numbers in MMO history with his generic Star Wars MMO

    #6 1 year ago
  7. jeffb01

    a few things:
    1. His version of innovation is microtransactions
    2. Aren’t they making a star wars version of battlefield…

    what makes angry birds great (yes, I said great) is that is that it’s the perfect game for the platform it’s on (touch screen mobile devices). How many games that should be using a controller are shoehorned onto mobile devices?

    It’s the wii sports of mobile devices…

    #7 1 year ago
  8. yeoung

    “game ‘brands’ need to be consistent like Call of Duty”

    Taking artistry out of game design and slamming it into a consumerist pigeonhole in one sentence.
    You truly are a suit, Riccitiello.

    A suit.

    #8 1 year ago
  9. Dunno

    Look who’s talking, suit!

    #9 1 year ago

Comments are now closed on this article.