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EA aiming to be “remembered and respected for the games” it makes

Thursday, 28th November 2013 03:10 GMT By Brenna Hillier

EA Studios executive vice president Patrick Söderlund wants the publisher to be remembered for its games – and not for being voted the worst company in America for two years running, for example.

Speaking to MCV, Söderlund said he doesn’t “believe for a second” that EA is the worst company in the US, but that the publisher has to take the message to heart anyway.

“When something like that happens, you have to sit down and ask yourselves ‘Why are people saying these things?’” he said.

“We did that and we started to realise that we are doing things that people don’t like. We looked at something as simple as the Online Pass. People were telling us they didn’t like that. So we weighed up the pros and cons and went ‘Ok. We will remove it.’

“These decisions need to be driven by what consumers want and tell us, and that is where we may have faltered a bit in the past. If we continue to do those types of things, then we will earn people’s trust and respect. We don’t want to be bad, we have no desire to be voted the worst company in America. On the contrary we want to be voted the best.”

Söderlund admitted that it’s hard to please everyone all the time, or even most of the time, but he thinks EA can make headway.

“You are bound to make mistakes, but when you do, just be clear to communicate that you agree it was a mistake, and you are taking the appropriate actions to fix them. Not a single person or company will do everything perfect. There is no such thing as a perfect,” he said.

“My goal is to be seen as the best in the business. I want people to recognise us for the games we make rather than anything else. Whether that is the Worst Company in America or whatever people don’t like. We need to be remembered and respected for the games we make.”

EA can also learn from positive feedback; early reactions to Titanfall show that EA is doing the right thing backing new kinds of games, Söderlund said.

“That response is telling us that gamers don’t want to play the same game every year, and even the games we build on an iterative basis, we have to make sure we keep on innovating or people won’t give us their money,” he said.

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11 Comments

  1. G1GAHURTZ

    “We did that and we started to realise that we are doing things that people don’t like. We looked at something as simple as the Online Pass. People were telling us they didn’t like that. So we weighed up the pros and cons and went ‘Ok. We will remove it.’

    So they’ll be removing microtransactions, then…?

    No… Didn’t think so.

    #1 10 months ago
  2. Phoenixblight

    @1

    Thats easy to gauge. Every investor call they say it is turning out to be quite profitable so then the people that are against it aren’t outweighing the ones that purchase them. I am ok with them when the game is not built around it. Dead SPace 3 is the perfect example would have never known there was a store if I hadn’t accidentally pressed a button then when I did it was stuff that I could easily get if I put a few extra hours into the game which I did but then you come to Plants vs Zombies 2 and the game can be completely broken and won just by putting money into it.

    #2 10 months ago
  3. splashofartstudios

    Lmfaooooooooooo!!!!! Ea…please gtf out of here…. “wants to be remembered and respected for the games it makes.” Lol…never. I gave you a chance with Battlefield 4, NEVER AGAIN. Oh..Now you will be remembered alright…remembered for making buggy, sh#tty pieces of bollocks.

    #3 10 months ago
  4. archaven

    Remove micro-transactions in your game and make your games available to Steam. Then i’ll see myself buying your games.

    #4 10 months ago
  5. FuntimeBen

    Well they are definitely being remembered for releasing Battlefield 4 on PS4 and Xbox One as a launch title. Respected for it… not so much.

    #5 10 months ago
  6. Creepy

    “We did that and we started to realise that we are doing things that people don’t like.”

    Anyone with half brain would ditch the idea of Online Pass before it was even implemented, yet it took them 3 years to “realise”. Thinking is hard.

    #6 10 months ago
  7. truth

    #1 lower the price of your digital games
    #2 stop forcing your studios to turn out yearly games
    #3 allow your studios more creative freedom.

    #7 10 months ago
  8. AmiralPatate

    Why EA was voted worst company in America above all those banks and all will always elude me. Somehow I doubt this vote is in anyway representative of anything.

    #8 10 months ago
  9. Zackslacky

    Battlefield keeps resetting my lv on xbox one. Patch that shit ea.

    #9 10 months ago
  10. manamana

    The very well written article linked to The Consumerist says it all and reveals EAs missteps for everyone to see. Söderlund or Moore are going to give a flying fuck about it and choose some nice PR talk over turning that ship around. They could, if they would.

    #10 10 months ago
  11. franko

    Yea right. They should keep “the worst company” trophy forever.

    #11 10 months ago

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