New EA Sports head hopes to make FIFA, NHL, Madden less ‘iterative.’

By Dave Owen, Wednesday, 25 September 2013 15:57 GMT

EA’s new head of Sports Patrick Soderlund has spoken about what their key sports franchises can learn from the company’s other divisions, by looking to how other EA franchises approach new instalments.

Speaking to Soderlund said “I think there’s a lot Sports and Games can learn from each other,” Söderlund explained. “On one hand, it’s still game development, which both Games and Sports does. But Sports products are more cyclical, more iterative, while the Games division is more about constantly making new things. There, for example, we can take the knowledge from the Games to Sports, to develop new products and new ways to play. This is one of the ways I think I can contribute.”

Soderlund landed the position after the former head of Sports Andrew Wilson was promoted to CEO. “This was not an obvious decision for me, I have said no to the second step in my career within the EA before. But this time I feel I have something to contribute, that I can help develop sports games. This is everything to me: I must know that I have something to offer.”


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