Speaking during the EA Showcase event U.K. marketing director Stuart Lang outlined the company s four key principles for the coming fiscal year. These ideas included more emphasis on digital, concentrating on bigger brands, expansion into free-to-play and looking into new IP and genres.

“Our fewer and bigger brands strategy is already paying off, ensuring we deliver high quality products and services on a consistent basis,” said Lang, also noted Battlefield 3, coming later this year as the strongest release in the sector this year.

“One question thrown up by the fewer/bigger strategy is are we neglecting new IP and new genres and that is resolutely not the case, far from it,” he added, citing published titles Portal 2, American McGee s Alice: Madness Returns, Kings of Amalur: Reckoning and Shadows of the Damned.

Source: MCV